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The Buyer's Journey Introduction

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Digital Marketing - Study Notes:

What is it?

After looking at the number of marketing channels available to you, how do you construct a plan utilizing the SMART goals methodology, and how do you conduct research?

Now it’s time to examine the buyer’s journey. The buyer’s journey is the process a consumer goes through before purchasing a product or service. This process can look different depending on the industry or product you are associated with, but generally has five main stages from awareness to retention, and it is commonly visualized as a funnel.

When you target an audience, you must consider where in the buyer’s journey this audience sits. Do they already know your product? Have they tried it before? Have they ever purchased from your competitor’s brand? What do they think about your brand and product? What are the pain points that would prevent this audience from purchasing your product?

Understanding the context around your audience and the elements needed to move them down the funnel are critical for a successful digital marketing strategy. Their place in the buyer’s journey will influence the media you choose to communicate with them. The idea is to uncover insights and use them in your digital marketing strategy to move your audience through the stages of the funnel.

You should aim to create your own buyer’s journey based on research, adding precision to the general model. This is deeply rooted in the inbound methodology – in other words, how to attract a highly-qualified audience by providing the necessary tools for their decision-making process.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Philippe Polman

Philippe is a digital engagement specialist with extensive experience helping clients to create and manage deeper, more personal relationships with their target audiences. In previous roles, Philippe has designed and executed international communications programs focused on internal communications, UX, brand management, media engagement (traditional and digital), investor relations, and corporate positioning. More recently, he has founded his own aviation consultancy business, which combines both his passion and experience for the aerospace industry.

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Introduction to Digital Marketing
    Philippe Polman
    Skills Expert

    This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, to gain audience and industry insight by conducting digital research, and to prepare the foundations for a fully integrated 360 digital marketing campaign by connecting effectively with your customers and target audience.