The digital consumer journey is a detailed representation of the steps that customers take to make a purchase. It starts with the awareness stage, when customers have a problem or need and are looking for answers. They may not even know what exactly you're offering, but if you can help educate them by addressing their initial questions and pain points, you can simultaneously start educating them about your company and its offerings. The next stage is the decision stage, when potential customers are fully committed to a solution or method for solving their problem.
At this stage, consumers begin to narrow down their list of options to find the right product or service. The third stage is the purchase stage, when customers make a purchase. This is one of the most challenging stages of the modern customer journey, with a shopping cart abandonment rate of 59.2% to 79.8%. The fourth and final stage is post-purchase, when the interaction continues after shoppers have made a purchase.
This is similar to promotion, when consumers share whether they liked the product or not. By understanding the four stages of the digital consumer journey and the challenges and opportunities that each one presents, you can create a marketing strategy that will help you achieve success. You can use videos, blogs, FAQs, social media content and OTT ads to capture consumers' attention at each stage of the journey. Performing detailed and periodic analysis is vital to refining each and every stage of the sales funnel, creating a customer experience (CX) that encourages potential customers and promotes loyalty. Modern customers are digital kangaroos, capable of jumping from one brand to another and from one product to another, on any device.
Being familiar with the consumer journey allows marketers to identify which touchpoints are most important and where there are problems that may prevent conversion. By graphically plotting the digital journey, including all the devices and touchpoints with which your customer interacts, you'll understand how they make decisions, connect and interact with your brand. The digital customer journey is an essential tool for marketers who want to understand how their customers interact with their brand online. It's also important for marketers to understand how customers make decisions in order to create an effective marketing strategy that will help them achieve success.
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