The User Journey

Ever felt incredibly pestered by a series of ads for a product that you’ve hardly shown any interest in?
Often we find ourselves actively trying to prevent notifications about things we have no interest in, and yet this doesn’t seem to make any difference as they continue to show up everywhere you look.
Adverts are undeniably everywhere, an ingrained part of our everyday. The concept is not a new one, as spreading the word through advertising has been around for centuries. Instead, it is the channels we use to do so that have developed. The number of channels that can be used to push out a message have increased tenfold, meaning the user journey is more crucial than ever.
Ordinarily, the process of user journey has been planned from the moment we have acknowledged a product, until the moment we decided to drop it. Even this has changed now.
These days, if you momentarily take an interest in something, even if it isn’t actually of any relevance to you, you are likely to see ads for that product over and over again. These reminders aim to jog our memory and ensure that the product is always in our subconscious until the nagging feeling that we actually need it takes over and we buy.
User journey is often taken for granted, but here’s how it actually works…
The ‘user journey’ is the ideal experience that a user has, step by step, when interacting with a product. Businesses create a set of goals that a user should be able to achieve when interacting with them before they move on to interacting with the product further.
The main aim is to map out what is expected of the user, allowing an experience to be created that guarantees they will achieve their own end goals. These goals are two-fold, as the user themselves often receive ‘rewards’ as they move along the process, and the product or service benefits from the users interacting with the process. An example of this kind of ‘reward’ would be if someone were to sign up to a newsletter or follow the company on social media. The key to this process is making sure the user has a smooth ride, blissfully unaware they are even on this journey.
When the user has this experience without a hitch, the likelihood that they will end up buying a product or service drastically increases. Each stage of the process must be carefully crafted to give advertising the best chance at succeeding. As the sheer volume of advertising is so high these days, it is crucial to get the process right if you want to stand out from the crowd. The key to this is to cut through the noise and create content in your ads that is unlike the rest, prompting people to stop and take notice.
Ultimately, advertising is never the end goal when marketing to users, rather a way of leading them one step further through their user journey and bringing them to the end result.
If you need any help advertising your company or product/service, why not give us a call and see how we can help…

Written by Beth Kent

Marketing Manager

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