{"id":413,"date":"2016-08-15T10:24:00","date_gmt":"2016-08-15T08:24:00","guid":{"rendered":"https:\/\/redline-re.design\/?p=413"},"modified":"2024-01-30T15:21:21","modified_gmt":"2024-01-30T14:21:21","slug":"the-buyers-journey","status":"publish","type":"post","link":"https:\/\/www.redlinecompany.com\/da\/blog\/the-buyers-journey\/","title":{"rendered":"THE BUYER\u2019S JOURNEY"},"content":{"rendered":"

WHAT IS THE BUYER\u2019S JOURNEY?<\/strong><\/h2>\r\n\r\n\r\n\r\n

Modern marketers have learned that the purchase process is a journey, and consumers advance through a process the industry has called \u2018the buyer\u2019s journey.\u2019<\/p>\r\n\r\n\r\n\r\n

The buyer\u2019s journey is a framework that acknowledges their progression from the research and decision process ultimately culminating in a purchase.<\/p>\r\n\r\n\r\n\r\n

TRANSFORMATION OF THE BUYERS JOURNEY<\/strong><\/h2>\r\n\r\n\r\n\r\n

The consumer buying journey has been in a state of transformation in the last couple of years due to worldwide smartphone and tablet adoption. Today consumers are choosing and creating their own buyer\u2019s journey.<\/p>\r\n\r\n\r\n\r\n

To illustrate this change we introduce George the Gorilla. He is looking to buy some bananas.<\/p>\r\n\r\n\r\n\r\n

“Today consumers are choosing and creating their own buyer\u2019s journey.”<\/strong><\/p>\r\n\r\n\r\n\r\n

BACK IN THE DAY GEORGE\u2019S BUYER\u2019S JOURNEY WAS LINEAR…<\/strong><\/h2>\r\n\r\n\r\n\r\n

\"\"This was a heavily brand controlled process.<\/p>\r\n\r\n\r\n\r\n

–\u00a0George watches a TV advert for extra large bananas from the Canary Islands.<\/p>\r\n\r\n\r\n\r\n

– He then reads an informative article in a magazine listing the benefits of these extra large bananas when compared to smaller ones.<\/p>\r\n\r\n\r\n\r\n

-He goes into the store and buys the extra large bananas as seen on TV.<\/p>\r\n\r\n\r\n\r\n

– Post purchase: George receives coupons via email or in the mail to entice him to buy more extra large<\/p>\r\n\r\n\r\n\r\n

– He tells his gorilla friends about these new extra large bananas.<\/p>\r\n\r\n\r\n\r\n

“This was a heavily brand controlled process.”<\/strong><\/p>\r\n\r\n\r\n\r\n

I love bananas…<\/strong><\/p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n

TODAY\u2019S BUYER\u2019S JOURNEY\u00a0<\/strong><\/h2>\r\n\r\n\r\n\r\n

journey is now non\u2013linear, more dynamic, personal and chosen by the consumer.\"\"
Nowadays, George\u2019s buyer\u2019s journey might look similar to this:<\/p>\r\n\r\n\r\n\r\n

1. Awareness<\/h3>\r\n\r\n\r\n\r\n

George sees a post of a friend with some extra large bananas on his Facebook page on his mobile device.<\/p>\r\n\r\n\r\n\r\n

2.Online Research<\/h3>\r\n\r\n\r\n\r\n