The Customer Journey at the Center of Online Marketing
Posted: Wed Jan 29, 2025 9:40 am
The days when you had to concentrate on just one channel in online marketing to reach potential customers and, above all, to get them to buy are over. The competitive pressure in search engines , social networks and generally in digital advertising spaces is great and customers today want to be convinced even more. One contact is usually not enough.
Modern online marketing takes the purchasing journey, also known as the customer journey , into account across all phases and touchpoints. This is why the customer journey model is very well suited to the development of online marketing strategies.
The customer journey is divided into different phases before and after the purchase. There are different stage models here. Google, for example, uses a very simplified four-stage model with a special focus on the Zero Moment of Truth (ZMOT for short ) .
The zero moment of truth in the customer journey source
The stimulus here describes the triggering event that causes albania phone number data a potential customer to initiate a research process and enter the customer journey.
The conscious or subconscious decision for an offer takes place in the ZMOT. The First Moment of Truth is the moment when the potential customer stands in front of the offer in the store or online shop and makes the final decision to buy it or not. The Second Moment of Truth is the period of time in which the customer holds the product in their hands and gains their first experience.
I don't think this model is detailed enough, especially in the pre-purchase phases, and would therefore like to use one of our seven-stage models.
Customer Journey Model by Aufgesang
online marketing strategies along the customer journey
When developing an online marketing strategy, it is important to be clear about the different characteristics of the channels and instruments. These must be aligned with the usage habits of your target groups or stakeholders and as many positive touchpoints as possible with an outstanding user experience or customer experience must be created along the customer journey.
These as many positive touchpoints as possible serve as anchors in the brain and are a decisive success factor for brand building .
Through these experiences, which are at best positive, target and demand groups build a relationship with the company, brand and products.
This process is also called customer experience management.
Modern online marketing takes the purchasing journey, also known as the customer journey , into account across all phases and touchpoints. This is why the customer journey model is very well suited to the development of online marketing strategies.
The customer journey is divided into different phases before and after the purchase. There are different stage models here. Google, for example, uses a very simplified four-stage model with a special focus on the Zero Moment of Truth (ZMOT for short ) .
The zero moment of truth in the customer journey source
The stimulus here describes the triggering event that causes albania phone number data a potential customer to initiate a research process and enter the customer journey.
The conscious or subconscious decision for an offer takes place in the ZMOT. The First Moment of Truth is the moment when the potential customer stands in front of the offer in the store or online shop and makes the final decision to buy it or not. The Second Moment of Truth is the period of time in which the customer holds the product in their hands and gains their first experience.
I don't think this model is detailed enough, especially in the pre-purchase phases, and would therefore like to use one of our seven-stage models.
Customer Journey Model by Aufgesang
online marketing strategies along the customer journey
When developing an online marketing strategy, it is important to be clear about the different characteristics of the channels and instruments. These must be aligned with the usage habits of your target groups or stakeholders and as many positive touchpoints as possible with an outstanding user experience or customer experience must be created along the customer journey.
These as many positive touchpoints as possible serve as anchors in the brain and are a decisive success factor for brand building .
Through these experiences, which are at best positive, target and demand groups build a relationship with the company, brand and products.
This process is also called customer experience management.