Customer Journey Model

 

Introduction and Definition

The Customer Journey Model explains how consumers interact with a brand across multiple stages and touchpoints before, during, and after a purchase. Rather than viewing advertising as a single exposure event, this model treats consumer behavior as a continuous journey involving awareness, evaluation, experience, and relationship building. In advertising and marketing communication, the Customer Journey Model helps brands understand where, when, and how to communicate with consumers effectively.

In a global context, this model is critical because consumers now interact with brands across digital, physical, and social platforms, often switching between devices and channels.

Core Idea of the Customer Journey Model

The central idea of the model is that consumer decisions are not linear or instantaneous. Advertising must support consumers at different stages by delivering relevant messages and experiences tailored to their needs and mindset at each point.

The model shifts focus from isolated campaigns to end-to-end consumer experience management.

Key Stages of the Customer Journey

• Awareness
  The consumer becomes aware of a brand through advertising, social media, search, or word-of-mouth.

• Consideration
  The consumer actively evaluates options, compares brands, reads reviews, and seeks information.

• Purchase
  The buying decision is made through online or offline channels.

• Experience (Usage)
  The consumer interacts with the product or service and forms satisfaction judgments.

• Retention
  Repeat purchases and ongoing engagement occur.

• Advocacy
  Loyal customers recommend the brand and influence others.

Application in Advertising Practice

Advertisers use the Customer Journey Model to:

• Align advertising content with journey stages
• Integrate media across online and offline touchpoints
• Deliver personalized and timely messages
• Improve customer experience and lifetime value

This model is especially effective for e-commerce, services, technology brands, automobiles, and subscription-based businesses.

Global Advertising Example

Amazon exemplifies the Customer Journey Model globally.

• Awareness through digital ads and search visibility
• Consideration via reviews and recommendations
• Seamless purchase and delivery experience
• Post-purchase communication and personalized suggestions
• Loyalty through convenience and trust

Similarly, Google uses journey-based advertising solutions to help brands target consumers at specific decision stages.

Contemporary Relevance

In today’s advertising ecosystem, the Customer Journey Model supports:

• Omnichannel marketing strategies
• Data-driven personalization
• Experience-led branding
• AI-based journey optimization

Conclusion

The Customer Journey Model positions advertising as a strategic facilitator of consumer experience, not just a persuasive message. By understanding and supporting each stage of the journey, brands can build meaningful, long-term global relationships with consumers.