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How Marketing Can Affect the Customer Journey

How Marketing Can Affect the Customer Journey

The customer journey is greatly influenced by marketing, which is an essential component of any business. The experience a customer has when interacting with a brand, from awareness to post-purchase evaluation, is referred to as the customer journey. The relationship between a brand and its customers can be made or broken by marketing, which can have a significant impact on the customer journey.

Awareness Stage

Awareness is the first phase of the customer journey. The customer learns about the brand and its products at this point. In this stage, marketing is extremely important because it is in charge of raising brand awareness and grabbing consumers' attention. Advertising, influencer marketing, and content marketing are all effective marketing techniques that can assist a brand in reaching its target market and making a good first impression. As a result, there may be a greater chance that the customer will think about the brand in the future.

Consideration Stage

When a customer is familiar with a brand, they move into the consideration stage. At this point, the customer is actively weighing his or her options and choosing a brand. Personalization, targeted promotions, and customer reviews are just a few marketing tactics that can help a brand stand out from the crowd and appeal to the wants and needs of its target audience. Personalization, for instance, can enhance a customer's perception of a brand by making them feel special and valued.

Purchase Stage

When a customer finally decides to purchase a good or service, this is known as the purchase stage. During this phase, marketing is also very important. The customer can be persuaded to act and make a purchase by using persuasive messaging and special offers, like discounts and risk-free trials. A smooth and simple purchasing process can also enhance the customer experience and raise the likelihood of repeat business.

Post-Purchase Stage

The post-purchase stage is when the customer has just completed their purchase. The customer assesses their relationship with the brand at this point and determines whether they will do business with the company again in the future. At this point, it is important for marketing to provide excellent customer service, conduct follow-up surveys, and offer loyalty programs. Making the customer feel valued and appreciated can help a brand build a long-lasting relationship and increase repeat sales.

If marketing is not done correctly, it can also have a negative effect on the customer journey. For instance, a customer may feel duped and have a bad experience with the brand if the marketing message is false or inconsistent. Additionally, if a customer experiences difficulty during the purchasing process or receives subpar customer service, they may develop a negative opinion of the brand and decide not to use it again in the future.

Marketing strategies have a significant impact on the customer's experience with a brand, from raising brand awareness to fostering customer loyalty. Businesses must recognize the value of efficient marketing and take the necessary actions to make sure that their marketing initiatives improve the customer journey and foster a positive brand experience. They can strengthen their relationship with their clients and raise the likelihood that they will do business with them again by doing this.


If you’re looking to make an impact with your marketing, look no further than The Lively Co! Don’t worry about your customers' journey with The Lively Co, you can make it as easy as possible for potential customers to find you online. Contact us today for more information!