Think about a big purchase you made recently. Perhaps you bought a new phone, laptop, or television set. Chances are that you did not make that purchase on an impulse. As a buyer, you probably, either consciously or subconsciously, went through a process of discovery, also known as the “buyer’s journey.” The “buyer’s journey” is the active research process that a customer goes through leading up to a final purchase decision. The first step of the “buyer’s journey” is awareness; you took this step when you became aware of the existence of the product that you purchased. The second step is consideration; you took this step as you weighed the pros and cons of purchasing the product and did a subjective cost-benefit analysis. The third and last step is the decision; you took this step when you finally bought the product.
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