Updated
The customer journey describes the path a customer takes from first contact with your brand to purchase and beyond. Every point of contact along the way is a touchpoint, such as an ad, a Google search, a review or a conversation.
Typical stages
- Awareness: the person discovers a problem or your brand
- Consideration: they compare solutions and providers
- Purchase: they decide and become a conversion
- Retention: they use the product and buy again
- Advocacy: they recommend you to others
Customer journey mapping
A journey map lays out the stages, touchpoints, questions and feelings of your target audience. It reveals gaps, such as missing content in the comparison stage or friction on the landing page.
Why it matters for your marketing
Journeys today are rarely linear. People switch between Google, social media, AI assistants and reviews. The right attribution model shows which channels really contribute to the sale and helps you allocate budget.
Digitalman plans campaigns across the whole customer journey. Learn more on our PPC agency page.
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