BUYER JOURNEY IN DIGITAL MARKETING

Buyer journey
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Introduction

Buyer journey is quite literally the journey that your target group (TG) goes through from the stage they become aware of the existence of your product/service to purchase. There are two models: The Buyer’s journey model coined by Hubspot, and the AIDA model.

The former consists of a three-step process. The latter consists of four-stages. We’ll dissect both models with an example.

Buyer Journey example – Model ‘A’

The flow of this model is such: TG becomes aware of a problem or opportunity, uses all resources to find a solution, chooses a solution in the form of a product or service. This summarises the “buyer’s journey” model. 

Buyer persona: Mr. Steve Sebastian, 30 years old, father, businessman, tech-savvy. 

Buyer Journey Model

Awareness

Imagine Mr. Steve loves shoes. One day, Mr. Steve was putting on his favorite pair of Adidas to head out for a meeting. He noticed, irritably, that it had its sole come off. This stage is termed “Awareness” stage. Mr. Steve has become aware of a problem. The stage does not only have to arise with problems, it can also happen when you become aware of opportunities. 

Consideration

Tech-savvy Mr. Steve starts surfing e-commerce sites looking for a replacement. He looks at discounts, quality, reviews, brand value, colour, etc. He makes mental note of the things he likes and doesn’t like about the products he finds online. He compares and contrasts between them. This stage is termed rightly as the “consideration” phase. Your target audience has clearly understood the problem that they have. They are now using all available means to look for solutions to this problem.

Decision

 Let’s continue the fairytale – Mr. Steve finds a pair of Koblerr shoes as the perfect fit and places an order for the same on the e-commerce site, Koblerr. This stage is the “decision” stage. Here, the target audience finds the solution to the problem – and we hope, it was you.

Happily every aft- 

Not quite. Next model!

Buyer’s journey with example: Model B

The AIDA model is a very old, but renowned concept. The full meaning of the term is: Attention, Interest, Desire, Action. 

Briefly put, this is the flow: you attract the TG’s attention, keep them interested long enough for them to have a desire to own the product/service, leading to them actually taking action. It is, as you will see, similar to Model A. 

Businessman Elmo Lewis wanted each ad to achieve all of the above, when he coined the concept in 1898. 

Buyer Persona: Let’s take the example of Mr. Steve from above. But at this point, let’s provide him with an opportunity. To recap, Mr. Steve loves shoes. Adding a little more information: he prides over his collection of shoes. 

AIDA Model Buyer’s Journey

Attention

Mr. Steve was scrolling through his Instagram feed when he chanced upon an ad for Koblerr Shoes. It caught his attention, he paused mid-scroll. He loves the ad because it provides him the opportunity to add a brand to his shoe collection. This stage is the ‘Attention’ stage. Here, the attention of the target audience is “caught”. This is done by identifying the problems, needs and wants of your TG. 

This is a very important aspect in today’s media-intensive role, where attention is currency. Do you agree? 

Interest

Now, that Koblerr has Mr. Steve’s attention, it has to maintain it. The ad would do so by providing details, such as features, discounts, delivery options, etc. This stage is the ‘Interest’ stage. 

Desire

Now, Koblerr conveys the perks of owning their shoes. They address the key concerns and aspirations of the TG. It makes Mr. Steve want to buy the product. This stage is called the “Desire” stage. 

Interestingly, it doesn’t happen as the first step but the third. Buyers are always weary of things that sound “sales-y” straight out the gate. They’ve started viewing that approach as “scam”. So, before you sell anything, make sure you make a good first impression!

Action

Lastly, Koblerr seals the deal with a “Call-To-Action”. A prompt that can help Mr. Steve place the order. On e-commerce platforms like Koblerr, this will mean the “Add to cart”, or “Buy Now” prompts. This stage is called the “Action” stage. This concludes the AIDA model. 

Satisfaction 

There has also been an addition of the “Satisfaction” stage. Some marketers follow the AIDAS model as this deals with whether the TG was actually satisfied by the product. This includes review or rating options. This is a way of coming full circle with the buyer journey. It doesn’t end with your TG just buying your product. You have to make sure your customer is satisfied with what you offer so that they can recommend or come back for more and turn into a loyal customer.

Conclusion

In the blog we discussed how we convert random people on the internet to buyers and subscribers that are committed to the brand. We discussed two models: “Buyers journey” model and the “AIDA(S)” model. Do you think this model benefits your marketing strategy?

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