In this Digital era, the advancement of Technology in specific, the rise of the Internet and social sharing has increased access to information.
Customers are now doing their own research and relying on digital content to inform them about products.
Customers are navigating more and more of the funnel on their own before encountering a sales rep., which makes the marketing funnel impractical.
Now a days, Most of the brands, often forget about the decision-making process involved in purchasing. They develop their Marketing Strategies thinking that customers are always ready to buy. But the reality is completely different.
Before getting into the topic, think about it for a second. When you make a purchase, you go through many different steps. You don’t just end up looking for a product and buying it just because it pleases you. You start by “suffering from a need”, look & compare solutions, and finally, make your decision.
The Digital Age has ushered in a new era in commerce and digital branding, as well as a new set of customer expectations. How and when we shop, make purchasing decisions, and engage with brands has completely changed.
In the era of traditional advertising, marketing messages were delivered in a one-way communication through TV, print, billboards etc, to a passive audience. A manufactured message was delivered to a broad or mass audience, hoping to create some mind share with target customers.
In the digital era, the passive customer has been replaced with an active, engaged customer. With digital, the customer can instantly find information about your product, reviews, service, company mission, and actions. Through social media, two-way communication and engagement between customers and brands is now expected.
This new era has reshaped the customer journey and our expectations of the brands. Customers are influenced by a broader set of factors like:
- The message of Your brand
- Actions of your company
- Social Media of your brand
- Social Media of your Brand Ambassador
- Customer reviews
- Word-of-mouth in various Digital platforms
- Information about Technical product
- Your web experience across mobile and desktop devices
- Post-purchase experience of customer
The end to end journey your customers fall into four distinct steps:
Step one: The customers considers an initial set of brands based on brand perceptions and exposure to recent touch points.
Step two: The customers participates in active evaluation where they add or subtract brands as they evaluate what they want.
Step three: Involves the moment of purchase where the customers selects a brand.
Step four: The customers evaluates his/her post purchase experience, the customers builds expectations based on experience to inform the next decision journey.
Once loyalty is achieved it sends the customers back around the circular model, where they end up back at step three — the moment of purchase. This is a continuous process around the circular model.
Adapting to the new digital customer journey takes analysis, strategy, time, and investment. So it’s important to spread out this effort with achievable milestones, driving progress each step of the way.