If you're like most people, you probably take time to do your research on various products, their features, benefits and prices before you decided to put down your credit card. In media sales and marketing, we normally refer to this process as "The Customer Journey" or "Path to Purchase."

As a business owner or marketing professional, we sometimes get caught up in our own small world. "Everyone knows my business" is commonly heard from a lot of our clients. And although it's true that a business might have a high degree of brand recognition in the market, there are often untapped audiences and opportunities to better differentiate your products or solutions versus your competitors.  This is where looking at your marketing strategy as a Journey becomes useful.

If marketing is about delivering the right message at the right time to the right person, the Customer Journey provides a simple framework to ensure your client is getting the most of their marketing budget. It focuses on the buyer first, and helps marketers understand that people are receptive to advertising when they have identified a need. 

1. Introduction to the Customer Journey
2. Awareness
   
3. Consideration
   
4. Conversion