课程: Digital Marketing Foundations
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The buyer journey
- The marketing funnel is really just a way of evaluating a buyer's journey. We understand a buyer will go through the stages from awareness to action, but is that journey ever perfectly straightforward? The buyer may be moving up and down the funnel, exiting and reentering. There's so many variables that we as marketers are working to account for. And I want to put this into perspective. Think for a minute about all of the questions you might have regarding how someone came to buy a product. Where did they find this product? Was it research in advance or did they find it on a shelf? And if they found it on a shelf, what jumped out, the price, the label? Did they look at other products on the shelf next to it? Did they search the brand on their phone? Did they text a picture to a friend? Was the checkout process easy? Did a coupon motivate them to buy? And so on. I want you to try something, take out a pen…
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