What Is the Customer Journey in Media Sales and Marketing?
What Is the Customer Journey in Media Sales and Marketing?
Understanding the Customer Journey
How do you make a decision about a large purchase? Most people research options, compare features, benefits, and prices, and then make a final choice. In media sales and marketing, this process is known as the Customer Journey (also called the Path to Purchase).
Why the Customer Journey Matters
As a business owner or marketing professional, it’s easy to assume everyone already knows your business. Even with strong brand recognition, there are often untapped audiences—and opportunities to better differentiate your products or services from competitors. Viewing your marketing strategy as a journey helps you identify these opportunities.
Applying the Customer Journey Framework
Effective marketing delivers the right message to the right person at the right time. The Customer Journey provides a straightforward framework to ensure your clients get the most value from their marketing budget. It puts the buyer first and reminds marketers that people are most receptive to advertising when they have identified a need.
Learn More About Each Stage
The following resources explore each stage of the Customer Journey in more detail:
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