What is buyer’s journey?
The buyer’s journey represents the different stages the consumer (buyer) goes through when looking for a way to satisfy his/her needs and wants. Depending on the product, service, niche, etc. it consists of 4 stages (awareness, research, decision, loyalty)
The applications of buyer’s journey
Although, the buyer’s journey is commonly known to represent the journey of a single consumer or segment, the same principle can be used to represent the location of different personas, and therefore, different stages can include/exclude different segments, and not necessarily represent one consumer from one particular segment. Example: The awareness stage of a bottled-water brand may include people who are interested in fitness and wellness, while the consideration stage may include people who are interested in home-delivery per se. This visual map of buyer’s personas aligned with journey stages can help construct a laser-sharp conversion funnel.
Wherever there is a demand, there is a brand
Represents the first stage of the buyer’s journey. Segments in this stage may/not be aware of the brand or their own wants and needs. Therefore, marketing messages during this stage should be focused on ways to increase brand awareness, and creating the demand for the brand.
Research shows that an average person is subject to over 500 K marketing messages everyday. Consumers now depend on A.I. for informed decisions, and often compare features, costs, and benefits of hundreds of products everyday without noticing. Segments in this stage are often looking for answers to their questions about the brand before making any decisions.
Consumers now rely on search engines for fast, unbiased, and guidance when making a purchase decision
At this stage the segment is ready to make a decision. The segment is aware of the demands (needs and wants), and is now familiar with available brands that could satisfy these demands. Not only that, the segment is at the stage where it will make the decision to choose a certain brand over the other. Therefore, marketing messages during this stage should be focused on the brand competitive advantage(s).
Often overlooked but just as important, and should be included in any well-planned buyers journey. This stage determines the probability of a long-lasting consumer – brand relationship. Consumers and segments in this stage are often loyal to a certain brand and resistant to other brands’ marketing messages.