What does customer journey mean in digital marketing?
What does customer journey mean in digital marketing?
In digital marketing, the customer journey refers to the complete process a customer goes through when interacting with a brand — from the very first time they become aware of it, all the way to making a purchase and even beyond (loyalty and advocacy).
It’s usually broken down into stages like:
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Awareness – The customer first discovers the brand, product, or service.
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Consideration – They research, compare options, and evaluate whether it’s right for them.
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Decision (Purchase) – They make the actual buying decision.
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Retention – Post-purchase experience, customer support, and engagement that keep them coming back.
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Advocacy – A satisfied customer recommends the brand to others, often through reviews or word-of-mouth.
👉 In short, the customer journey maps out every step and touchpoint between the customer and the brand, helping marketers understand how to guide and influence customers effectively.