Customer’s Journey

Professor Philip Kotler discusses significant new marketing concepts relevant to organizations. His many research papers show he spent a lot of time studying marketing. In this discussion, we will look at the customer's journey and its components. When asked what made a company successful in the digital era, Kotler (2020) replied that it provides a perfect client experience. If you succeed, your consumers will become brand advocates. The initial stage in the consumer journey is discovery. This procedure includes recognizing a problem but having difficulty fixing it. Marketers seek knowledge through blogs, publications, and social media. Consequently, the company is visible to both consumers and competitors. The next stage is to educate the people. It comes through dealing with many clients' problems and reaching out to them to understand their needs. Consumers are more likely to buy products if they help solve their problems. The next stage is conversion. The phase focuses on building customer trust. Trust encourages consumers to buy many goods from a company rather than just a few that meet their requirements (Barwitz & Maas, 2018). Once customers start purchasing, businesses focus on keeping them. Whether or not you have done business, the company is accessible round the clock to assist and educate customers. The customer's journey ends with advocacy. Customers feel appreciated and utilize their power to promote your business.

Digital marketing plays an essential role in a marketing world faced with major wicked problems. The digital approach allows businesses to increase the awareness of their products (Lemon & Verhoef, 2016). Migration is one of humanity's challenges; it impedes the sale of goods. With digital marketing and social media advertising, customers buy products from across the globe. Another consequence might be wars that result in resource shortages in society; in this scenario, a business would need to create acquirable goods and sell them globally through digital marketing. Customers' health is critical, and when there is a pandemic like Covid19, they must find ways to market their products without contributing to the spread of the disease. Through their digital marketing websites, they can educate customers on ways to cope with such a pandemic as they deliver their products.