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? Like most people, you probably spend time researching different products, comparing features, benefits, and prices before making a final decision. In media sales and marketing, this process is known as the Customer Journey or Path to Purchase.
Why the Customer Journey Matters
As a business owner or marketing professional, it's easy to assume that everyone already knows your business. While your brand may have strong recognition in the market, there are often untapped audiences and opportunities to better differentiate your products or services from competitors. Viewing your marketing strategy as a journey can help you identify these opportunities.
Applying the Customer Journey Framework
Effective 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 clients get the most value from their marketing budget. It puts the buyer first and helps marketers understand that people are most receptive to advertising when they have identified a need.
Learn More About Each Stage
The following articles explore each stage of the Customer Journey in more detail:
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