Digital Marketing | Branding | Consumers Journey

What Is The Consumers Journey

The Consumers Journey
The Consumers Journey

The typical customer journey has changed drastically over the years, with eCommerce fundamentally altering how people buy things.

While we’ve all heard the saying “customer is king,” it’s more true now than ever. As a result, consumers can choose from thousands of brands for identical products as brands compete for higher customer shares.

The customer journey in the modern era

Around 20 to 30 years ago, the consumer journey would begin with detecting a need or seeing an advertisement on billboards, newspapers, radio, or television. 

Next, consumers would learn about the products and then go to the store to buy them. However, it is no longer an individual journey that leads a customer to purchase but rather a collection of numerous tiny loops around the “Google Messy Middle”.

Here’s how marketers are adapting to our new consumers’ journey and our rainbow of hope. Consumers are heading beyond the marketing framework by changing the way they research and purchase goods. 

The Consumers Journey

Table of Contents - Consumers Journey in the Modern era

What exactly is the consumer journey?

The consumer journey is a thorough portrayal of the process of becoming a customer. It details each engagement they have with your company, from awareness to research to promotion.

In the business of eCommerce, the consumer journey covers all of your brand’s digital touchpoints with a customer. These could occur on websites, social media, online marketplaces, search engines, applications, or other channels as customers utilise their PC, mobile, or another smart device.

Creating a customer journey map assists firms to better understand their target audience’s experiences and needs. This information also enables marketers to target consumers with customised content and reduce conversion hurdles.

Ecommerce
Changes in Consumer Ecommerce

What changes have occurred in the consumer journey?

Citizens in the United Kingdom and areas of Europe now have an average of nine linked devices. This figure is significantly greater in the United States, where it is about ten. With a universe of content at our fingertips, the customer journey has considerably altered and expanded, introducing new channels, paths, and advertising opportunities into the mix.

  • Channels are being added.

Because the consumer journey begins with awareness, you must make it simple for people to find your brand’s items.

Traditionally, consumers learned about a product through commercials or public relations (PR) delivered by television, radio, newspapers, and magazines. They could then purchase it in-store after speaking with friends, relatives, or store employees.

With the emergence of the internet, consumers’ ability to learn about, study, and purchase things has fundamentally changed. There are other routes for discovering and researching products, such as search engines, social media, and review sites, to name a few. In addition, there are many additional options to buy items online.

Consumers Journey Google Messy Middle

What exactly is a customer journey map?

A customer journey map depicts each step a consumer takes to become a customer.

It gives advertisers better insight into their customers’ mindsets and experiences. As a result, they can immediately identify pain points and conversion hurdles that need to be addressed.

Even if your company currently has an excellent customer journey in place, laying it out will help you avoid mistakes that could negatively affect your consumers. According to research, one-third of consumers will turn elsewhere after just one negative encounter. Therefore it’s critical to improve every touchpoint. The consumer journey map is a strategic strategy to accomplish this.

Consumers Journey Google Messy Middle

The Advantages of Customer Journey Mapping

The value of mapping the consumer journey grows as it becomes more intricate. It is a convenient method of communicating the complicated digital exchanges that occur. Here what I believe the advantages are for doing this.

  • Increased conversions and retention rates

By breaking down the customer journey step by step, you can ensure that all aspects of your marketing initiatives contribute to your overall goals and eCommerce KPIs.

With a broader picture of the customer journey, it is easier to identify areas for improvement. You may also utilise analytics to determine where customers bounce or churn. Then you may make changes that should result in a better consumer experience and greater success for your company.

  • You can distribute the map around your organisation.

Every business strives to create a positive client experience. However, it becomes increasingly challenging to create consistent messages and experiences across all touchpoints when a brand grows.

Customer journey maps, on the other hand, aid in keeping everyone on the same page. Sharing them with customer service agents, sales teams, in-store representatives, and new hires will build cohesion across all touchpoints.

These maps can aid in the development of a customer-focused culture throughout an organisation. You may also map out post-purchase support strategies.

  • A higher return on marketing investment

Marketers can carefully apply a coherent sequence of messaging if they have in-depth insights into the consumer journey. They may improve their targeting and personalisation for each persona as well.

This will likely increase relevant clicks and conversion rates, resulting in a higher return on your advertising and eCommerce marketing spending.

About - Touch Points In Consumers Journey

If digital marketing has one goal, it’s to reach consumers at the moments that most influence their decisions. That’s why consumer electronics companies make sure that customers see their televisions in stores and that those televisions display vivid high-definition pictures. 

That is why Amazon.com began offering personalised product 

recommendations to customers already signed in and ready to purchase a decade ago; this defines their consumer’s journey. Alternatively, the illustration of P&G’s decision, long ago, to produce radio and then TV campaigns to support the consumer most likely to buy its products—hence the word “soap opera.” – in Proctor & Gamble Consumers journey.

What Are Touch Points In A Consumers Journey?

As Digital Marketing experts, we always seek these moments or touchpoints when consumers are open and receptive to our storytelling. 

For years, touchpoints have been recognised as stages in the “sales funnel” metaphor—consumers journey starts with a few possible brands in mind (the big end of the funnel). Then, marketing is aimed at them as they methodically reduce that number, pass through the sales funnel, and finally emerge with the one brand they want to buy. 

But today, the funnel concept attempts to recognise all the key points and purchase factors arising from the proliferation of product choices and digital platforms, combined with the advent of an increasingly discerning, well-informed customer. Therefore, a more sophisticated method is needed to help marketers navigate this world, which is less straightforward and nuanced than a funnel.

What Is The Decision in the Consumers Journey?

I call this approach a journey of customer decision-making. Our thinking refers to every geographic market with different media, Internet access and a wide range of products, including major cities in emerging markets like China and India.

My research showed the increase of media and products requiring digital marketing experts to find new ways to get your brands included in the initial consideration set that consumers develop as they begin their decision journey. 

As digital marketing experts, I excitingly discovered that this necessitates a more systematic approach to satisfy my customer’s demands and succeed in word-of-mouth marketing because of this exciting transformation away from one-way communication to a more equitable relationship that has changed from advertisers to consumers one-way messaging.  

 

What Are The Different Types Of Customer Loyalty Business Face?

My research recognised two distinctive types of customer loyalty, inviting companies to reinvigorate their loyalty programs and manage customer experience. As brands messaging should be crystal clear on how you can help them.

The research-validated my belief in the value of aligning all marketing elements—strategy, spending, channel management, and message—with the journey that customers take when making buying decisions and integrating those elements through the organisation. 

When marketers understand this journey and steer their spending and marketing to moments of most significant impact, they have a far better chance of reaching customers in the right place at the right time with the right message.

How Customers Are Making Choices in their Consumer Journey?

An advertisement or a family conversation will improve our perceptions of a brand. Most people do not take much advantage of their environmental exposures. But what if there is a need for shopping? This leads to a small selection of products the buyer may choose from. 

Consumers narrow their choices on the consumer journey to buy goods, evaluate options, make decisions, and choose products. The post-sale process is seen as a testing phase to ascertain loyalty to the brand and the possibility of future purchases. Marketers are taught to push ads towards consumers immediately before a purchase. There have been some changes in the government service and financial services market recently. 

The decision-making process involves four parts which include a consideration, analysis, closure, and post-purchase. The consumer journey funnel is excellent. For example, that highlights the adoption process’s various phases and allows the person to focus on different sections of the Marketing Challenge. These experiments are related to purchasing behaviour, but only three were very directly linked to buying decisions.

Consumers Journey and Brand Consideration 

Imagine if a customer decides to purchase a skincare product. As with most classes of products, the customer will quickly name an initial consideration collection of brands to buy from. However, in qualitative research, customers informed us that the fragmenting of media and the increase in products have really prompted them to decrease the number of brands they consider at the start.

When faced with diverse options, customers prefer to choose only a few brands and ignore the rest. Therefore, brand awareness is essential: brands are three times more likely to be considered in the consumer journey in the initial consideration stage, eventually leading to a purchase.

Not all is lost for brands that have been excluded in this first stage. Counter to the sales funnel comparison, the number of brands under consideration during the active-evaluation phase can actually expand rather than close as consumers start seeking more data and shopping around in a category.

Brands Can “Interrupt” The Consumer Journey And Decision-Making Process. 

During the Customer Journey latter stages, the amount of products that will be added to people’s initial list varies by industry: 

Those considering personal computers added an average of 1.7 brands to their original collection of 1.7, while for car shoppers, they said 2.2 brands to their initial list of 3.8. The outlined shift in behaviour can lead to increased opportunities for digital marketers. However, for emerging brands, it is essential to keep up with those legacy brands.

The Empowered Consumers Journey. 

The second significant difference is that customer interests have significantly become more powerful than those of the companies. Previously or historically, marketing was preoccupied with businesses, strategies that “pushed” products on buyers through conventional and direct marketing, sponsorships, and other platforms. 

Advertisers strived to influence consumer’s perceptions. Leading to numerous misconceptions in marketing and ultimately not reaching the success they were after.

Today’s digital marketing experts are including the consumer’s journey in their marketing strategies. Two-thirds of the communications leading to touchpoints are all consumer-driven. A Third of the contact points was powered by business marketing. Thus, there is a shift in the Consumer experience in digital marketing strategy.

Traditional marketing is still relevant and needs to evolve to be effective in an ever-more-customer-oriented world.

 

Consumers Journey And Their Positive Experience.

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors.

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. 

Happy customer

Customer Loyalty?

Any time a customer buys a product, the path towards the next purchase has been initiated. More than half of the customers of facial skincare products go online to study and purchase those products. 

While a loyalty programme is not necessarily new, not all companies’ loyalty is equal in today’s dynamic, complex business world. Some customers show their commitment by buying your skincare product again and again. 

Some consumers who profess loyalty to a brand are engaged brand loyalists who stick with their products, even recommending them to family and friends. Then there are the passive loyalists who remain with a brand without being committed to it, whether from indifference or confusion created by the dizzying collection of choices. Despite their loyalty claims, passive consumers are susceptible to digital marketing messages from competitors who provide them with enough motivation to switch.

For me, I spend my time concentrating my spendings on new touchpoints to build my audiences. This will include some completely new product development and marketing methods.

Start Aligning Your Marketing With Your Consumer Journey

Developing a genuine understanding of your customer behaviour is the first step to creating a winning marketing strategy. After that, it is effortless for us digital marketing experts to develop measurable customisation strategies. 

Marketing strategies are fluid and adjust to shifting our emphasis from brand awareness to knowing the brand more intimately as customers consciously decide their purchase. In doing this, Brands can implement and update their brand loyalty activities. Due to the complexities of customer decision journeys, nearly all brands should be fluid enough to adapt to your ideal consumer attitudes, leading to brand success and your digital marketing strategy’s efficacy.

In 2021 By Prioritize + Allocation of Resources Wisely. 

Most marketing concentrated their efforts on either creating awareness or generating a loyal consumer base in the past. Research studies showing the importance of specificity when intending to influence the consumer journey, from first consideration to strong evaluation leading to a sale. By monitoring a typical marketing funnel, you’ll miss out on opportunities to concentrate only on the most critical section of the decision journey and even target the correct customers. 

For example, in the skincare industry, I have seen that some brands are much more effective in the initial consideration phase than during the active evaluation or final sale stage. For them, my research recommends a call to shift focus from overall brand positioning— which is already persuasive enough. Instead, to pull the consumer into their E-commerce site to ensure that they get considered—and for the consumer to act with a sale. Sustainable packaging, personalisation, personalisation of products, ease of online purchase, Artificial intelligence, subscription boxes, promotions and in-store activities.

 

Investing in Digital Marketing

Tailoring Your Marketing Strategy For Individual Consumer Journey

Companies that are proactive and interested in personalised messaging and strategy to fit various audiences now draw in more customers and lead to a successful purchase.

Investing In Consumer-Driven Marketing 

Companies utilising Social Media platforms encourage digital marketers to make meaningful connections with customers and build relationships with them. 

Allowing the consumer journey to learn about your products. Using Online sources has been a critical market for consumer-driven marketing. Focusing your Digital Marketing budget on attracting or drawing customers to you will likely positively influence your bottom line.

Marketers can use tools that spot online discussions about brands, evaluate what’s being said and encourage them to post their own comments. 

Marketers can now build hundreds of variations on web page advertising, considering the context of where it appears online. Online marketers can significantly increase a brand’s profits by methods such as knowing what people are saying about their products online (Social Listening)

These mobile technologies enable marketers to build hundreds of alternatives to the same advertisements based on past trends and current specifications. Digital marketing has long declared this kind of targeting. Now we assuredly have the tools to execute a more accurate and to manage it cost-effectively.

What Is The Online Beauty Consumer Journey?

The digital beauty consumer – it is estimated as of November 2019, 30% of online consumers are digital beauty consumers, defined as the ones who:

 Consumers who purchase beauty products online.

  • They are influenced by digital media and online user-generated or expert generated content when shopping for or using beauty and personal care products.
  • 30% of global online consumers fit into the digital beauty consumer segment. This segment will grow in size and influence as more shoppers turn to apps and other digital platforms to engage with brands and make purchases. 

As Beauty Industry Professionals, Rodan Fields are working hard to understand and target the digital beauty consumer segment. We are also working hard on our Virtual platform to train our Global Consultants with videos for running their business from “New Consultant”, “First 90 Days”, Japan Certification. This sees that we are in a strong position for future growth as we expand globally. 

 

What Platforms Is The Beauty Consumer Using?

Digital platforms and social media play an increasingly important role in educating consumers about beauty products, ingredients, and specific hair or skin needs while also offering shopping convenience.

These developments in digital technology have brought Rodan and Fields Consultants closer to beauty consumers than ever before. The rise of these digital-savvy beauty consumers, an emerging consumer segment, has been targeting for the last 10 years. These men and women are not only influenced and empowered by beauty content available online. Still, they increasingly buy beauty products online via influencers in their circle – i.e. the Rodan Fields Independent Consultant.

Whether looking online or in physical stores, informed beauty shoppers are also becoming more mindful about their purchases, particularly when considering a premium product with a high price tag. Brand names are no longer the critical signifier of premium beauty as consumers examine labels and packaging for ingredients and benefits associated with “premium”. 

This shifting is significant for brands in the beauty space as premium sales continue to outperform mass; Independent beauty Industry Professionals are carving out their place in the premium skincare industry on Social media.

 

The Digital Beauty Consumers Journey Often Turns To Product Reviews When Shopping.

As Beauty Industry Professional and as a Digital marketing expert, I am trying to understand and target the premium Skincare digital beauty consumer segment. As this segment continues to grow in both size and influence in the coming years. 

  •  60% of digital beauty consumers have used a beauty app in the past 12 months, mostly to get product information, beauty tips or the latest trends.
  • 45% of digital beauty consumers rely heavily on user reviews when deciding what to buy, compared with 23% dependent on information directly from brands or retailers.
  • 55% of digital beauty consumers use more than seven different skincare products weekly, compared with only 23% of non-digital beauty consumers 

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. 

Key Takeaway's Consumer Journey

Key Takeaway's on A Consumers Journey

Brands and retailers that can understand and target the digital beauty consumer segment will be strong for future growth.

This segment will continue to grow in both size and influence in the coming years. Rising expectations of proven efficacy, ingredient formulations and personalisation has redefined consumer perception of premium beauty products. Brands trying to position themselves as premium should consider this.

In addition, while men’s grooming continues to offer untapped growth potential, brands in this space should align their product development and marketing messages with shifting gender norms and, in particular, media attention to toxic masculinity.

Never cease measuring the consumer experience; knowing the journey allows marketers to understand which touchpoints are most critical and where difficulties may inhibit conversion. It enables you to make more educated decisions, which improves performance while increasing marketing ROI.

Monitoring the customer journey has also been proved to increase overall business success. After all, you can’t maximise something you don’t understand!

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