Today citizens across the UK and parts of Europe have access to an average of nine connected devices. Modern day consumers evenwantvarious options when it comes to delivery of the product.This is why omni-channel marketing for brands is so important. This is also of key importance for strategic planning and attributing budgets based on the best performing channels.Ĭonsumers may discover the brands through various channels whether it be a search display network social media or in-store.The search for products conducted via voice search smartphones and or via desktops.Ĭonsumers will closely check the reviews and ratings before buying products online and the purchase itself can be through different channels including in-store from marketplaces or from the online shop. The brand is responsible to give the consumers the right information at the right time using the different channels that consumer interact with.If content is the king context is the queen. It is based onthefindingsfrom a studythat showed that 50% of shoppers researched the product on search engines 38% compared the prices and review and 31% read the online recommendations. Google coined the term Zero Moment of Truth of (ZMOT)with the internet being widely accessible consumersincreasingly begin to research products before purchasing them. The third Moment of Truth is similar to advocacy when consumer share whether they liked the product ornot. The first moment of truth is when the customer is looking at the product whether in-store or online and the secondMoTis when the customer buys the product and uses it. The Moment of Truth (MoT) was a concept introduced by Jan Carlzon in 1981 and later modified by P&G. These insights also empower marketers to target consumers with tailored content and remove any barriers to conversion. These could take place across websites social media online marketplaces search engines apps or other channels as shoppers use their desktop mobile or other smart device.Ĭreating a customer journey map allows businesses to understand the experiences and needs of their target audience. In the world of eCommerce the consumer journey includes all the digital touchpoints that your brand has with a customer.

It sets out all every interaction they have with your brand - from awareness to research and even advocacy. The consumer journey is a detailed representation of the consumer buying process which are the steps customers take on their way to making a purchase. However it isno longer a single journey but rather anamalgamationof many small journeys that lead to a purchase. Consumers would learn about the products and go to purchase it in store. While we have often heard the phrase that consumer is king it's truer now more than ever.With brands competing to win larger customer shares consumers can make a choice from thousands of brands for similar products.Īround20 to 30 years back the consumer journey would start by either identifying a need or seeing anadon billboards newspapers radio and or TV. The traditional consumer journey has evolved dramatically over the years with eCommerce fundamentally changing the way consumers purchase products.

Customer journey