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Let's walk through the journey of WeCart,
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our hypothetical online app for grocery delivery.
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To track the customer's journey in the online space,
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you begin with identifying specific ad platforms such as search engines,
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Instagram, Twitter, Facebook, and many others.
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This way, the app company can see how many users actually saw the ad.
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Next, in the marketing journey,
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a viewer who has seen the ad in any of these places will click on the ad.
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Great. Now, the viewer is on
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the WeCart website and a cookie gets placed on the viewers browser.
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You've probably encountered cookies when web surfing.
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You remember those warnings you get that cookies being placed,
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if you continue using the website?
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Yes, we're talking about that feature.
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Once that cookie is placed,
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the company is tracking what the potential customer is doing on the website.
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For example, whether the person is browsing or selecting items for purchase.
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Essentially, it tracks a potential customers progress
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along the customer journey whenever the customer interacts with the website.
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So, now the company's goal is to get
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this potential customer to do something on the website.
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In the case of WeCart,
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it could be something as simple as getting the customer
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to give their email address or download a brochure.
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When a customer's action is a result of a prompt it is called Call to Action.
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So, when the customer is prompted to submit the email,
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that is referred to as Call to Action or CTA. Next step.
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If the customer adds items to their cart,
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the cookie tracks this step in the customer journey to becoming a paid customer.
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So, now WeCart would want these customers who have
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added items to the cart to make that purchase,
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and finally, the viewer submits the payment details and goes through checkout.
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Now, you have a paid customer and they've completed the customer journey.
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This customer journey can be described by five stages;
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Awareness, Interest, Desire, Purchase, and Post-purchase.
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In each stage, the marketer uses different digital tools to
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attract a potential customer and try to transform them into an actual customer.
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This customer journey can also be tracked along
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a marketing funnel which is a concept we will talk about in the next video.
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The funnel allows you to tie everything together on
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the customer journey and track with a good content along the journey.
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