1.4 The Customer Journey Flashcards
What is the customer journey?
The progression from awareness of a brand to purchase and beyond, involving various touchpoints.
What is the consumer purchase funnel?
A model that describes how consumers become aware of a brand and make purchasing decisions.
Which traditional media contribute to brand awareness?
- Radio
- TV
- Word of Mouth
What digital methods are used to create brand awareness?
- Display ads
- Banner ads
- Rich media ads
- Native ads
- Digital video
- Social media Word of Mouth
What helps persuade consumers to consider a brand for purchase?
- Display ads
- Retargeted ads
- Online search
- Online reviews
What are the stages of the customer decision journey?
- Awareness
- Consideration
- Active evaluation
- Purchase
- Post purchase experience
What happens during the active evaluation stage?
Consumers examine considered brands and may add or subtract brands based on touchpoints.
What reinforces loyalty after purchase?
- Email reminders
- Social media engagement
- Loyalty programs
How can consumers become advocates for a brand?
- Providing product reviews
- Spreading positive word of mouth
- Email referrals
What is the difference between brand marketing and performance marketing?
- Brand marketing creates awareness and educates consumers
- Performance marketing focuses on conversion and closing sales
True or False: The purchase funnel is a linear model.
False
Fill in the blank: The marketing effort to create brand awareness is called _______.
[brand advertising]
What is the goal of brand advertising?
To create awareness and educate the consumer.
What types of marketing instruments are used at the conversion stage?
- Online search
- Retargeted display ads
What can a positive post purchase experience lead to?
Loyalty and bypassing the evaluation stage.
