This is because the way people shop has changed considerably in recent times. For example, in the past, the contact a customer had with a company was usually done entirely in person. Nowadays, this contact now occurs via the internet, through websites, social networks, blogs, apps, among others.
Through this, it is very important to understand the journey taken by your customer, from the moment they contact you to explain their needs until they make a purchase, since understanding the path a person takes until they become a consumer of your products or services is fundamental for creating strategies to attract this customer .
In this sense, we have separated this material to better explain the customer journey, including its importance for digital marketing strategies, why we should map it and how to do the mapping, in addition to its benefits that can be added to your company.
But after all, what is the customer journey?
customer journey
We can say that the customer journey is their experience with your company, from the first contact (visit, service, printed material or content on the internet) when they realize they need a product or service that your company is capable of delivering or performing, to the closing and after-sales. In other words, it is the path taken by the consumer throughout their relationship with the company.
Therefore, understanding this is necessary so that it is possible to map what stage each lead is at and be aware that each lead may be at a different stage and also at a different level of maturity.
The importance of the customer journey in digital marketing
Marketing will create a narrative with the aim of understanding the needs, doubts and pain points of the public at each stage of the journey. This allows it to define a strategy for potential customers in order to attract them.
Although there is much talk about the importance of understanding the customer journey, it is still relatively new in the world of marketing. Many companies still do not use digital environments, that is, they do not have, for example, an attractive blog with good content to attract customers.
Through this, it is possible to observe mint database that the customer does not just want to press the purchase button and receive payment for their product or service. More than that, they want to share their experiences and thoughts about what they have purchased. They want to learn more and better understand how to use their new product, whether it is a purchase or participation in a specific group that shares their interests and needs.
Based on this, we can say that digital marketing emerges through this new communication scenario, in which consumers often do not even realize they have a problem, highlighting the importance of the customer journey in digital marketing.
Digital Customer Journey
With the digital customer journey, targeted marketing is done to each audience and sometimes to each individual. This is because digital innovations allow you to track who visits your website, at what time, and for what purpose. You know exactly what products a customer is interested in and how many times they return before making a purchase.
Furthermore, it is still possible to find this consumer at a time when they have no idea what they want to buy. This is where their digital journey begins, which means that producing high-quality content for your audience becomes essential. This content, which can be a social media post or a blog article, will build the foundation for the customer’s journey until they express an interest in buying your product.
