Understanding the Online Buyer Journey

Understanding where they are in the buyer journey is critical to your ability to market to them effectively.

We often see how the concept of “love at first sight” is idealized in Hollywood movies – depictions of strangers instantly falling in love. Most of the time, real life isn’t as straightforward as this. Successful relationships require a lot of patience and hard work.

And so to it is with marketing. The process of taking someone from stranger to customer is known as the buyer journey. Understanding what this looks like for your product or service is critical to the success of your overall marketing strategy.

This guide will walk you through how the buyer’s journey works and how you can use this knowledge to position your strategy and content accordingly.

• Understand the different stages of the buyer journey
• Develop your strategy and plan with confidence
• Gain clarity around the importance of multiple channels and platforms
• Learn about the best types of content at different stages of the buyer journey
• Gain an understanding of the most important channels at each stage of the journey
• Discover what to do with your happiest customers

James is co-founder of multi-award-winning Australian digital marketing agency Rocket, keynote speaker, host of Apple’s #1 Marketing Podcast, Smarter Marketer, and co-author of the 2019 Amazon Australia’s #1 best-selling marketing book of the same name. He was also a finalist in 2019 and 2020 B&T Marketer of the Year.

James’ 15-year marketing career working with more than 500 in-house marketing teams inspired the 2019 release of Smarter Marketer. It has been endorsed by marketers at some of Australia’s leading brands, including Hubspot and KPMG.

In 2022, James launched the Smarter Marketer podcast, the definitive podcast for Australian marketers. Released fortnightly, James sits down with local experts and global authorities to discuss how Australian marketers can become more successful in their careers.