In the IMC effort customer journey, digital marketing is in the first step of Integrated marketing communications, which need recognition. In this step, the consumer needs to realize they have a need. This can be triggered by digital media marketing or simple recommendations. For example, Clara sees an ad on Instagram for a phone case and realizes hers is getting old, and it might be time for a new one. Then comes information search, which is when the consumer looks for the information on the product or service. From the ad, it can lead the consumer to a link of the website or Instagram, showcasing the product or service. They can even get more information from influencers they follow, that promote that specific product or service. Then comes the purchase. For example, Clara visits the company’s website to find out more information, and she decides if it’s the right fit for her.
The purchase can be made online, through the company website, or Amazon itself. Most consumers do check both because Amazon might have the product cheaper and faster shipping by using Amazon Prime. The company website might be more expensive and have longer shipping. Back to our example, Clara buys the phone case on the brand’s website. Post- Purchase Evaluation is when the consumer decides if they like the product or not. This can be by word of mouth or even giving feedback online. For example, if Clara didn’t like her phone case she got online, she could go on any post of the websites Instagram and leave a negative comment. Her comment can affect other consumers decision on the product and will catch the company’s attention quickly for them to respond.
