Four Phase Consumer Journey

Video Transcript: Four Phase Consumer Journey

Do you know the four steps in a consumer journey? Do you know the four steps people take in your consumer journey? Welcome to episode number 103 of The Great Reset.

My name is Robert Grill and I'm the CEO of grillmedia.co. We are an advertising firm that drives sales and leads with the best data targeting and tech available in the marketplace. And for you, we are here five days a week talking about marketing and advertising so you can be a better marketing practitioner.

Yesterday, we started talking about consumer journeys, the series of steps a person takes, mostly before and sometimes after they buy. There are four steps in the journey and we'll jump right into them. Number one is demand creation followed by consideration, purchase, and then a new step in the digital age reaction.

In the demand generation phase, the brand is creating awareness about the product. The basic idea is the brand is telling the consumer, hey, did you know we make this product or we offer this service? That's it.

You should know that this thing exists from us. In the consideration phase, the consumer has decided to make a purchase decision, not necessarily with your brand, but you know that they're interested in buying this type of product or service. And before they buy, they need to figure out what to buy.

They do research where they look at specifications, prices, colors, features, a whole slew of tactical reviews and testimonials to understand what they want to buy and which thing they want to actually make the purchase for. This is where the consumer is making up their mind. In the purchase phase, they are actually putting down their credit card and they are buying.

The product or service is presented and the consumer either buys or doesn't buy. This is a moment. It's usually very brief because the act of buying is usually a very short period of time.

There are some things you can do to influence the purchase, but a lot of the work that you're doing happens prior to this for many different types of products. Then in the post-purchase reaction phase, the consumer does a whole slew of new things that generally were not part of the process until computers, the internet, and mobile communication became a big, big part of life. This is a stage where people pepper in brands in their social media conversations, generate online reviews, and talk to customer service.

A new creation of media helps brands expand their word of mouth and provide other buyers in higher parts of the buyer journey fuel to understand the types of brands that are available in the marketplace. So we'll stop there for consumer journeys. If you found this helpful, please give us a like and let us know that you like what we're doing.

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