Framework mô tả các stages khách hàng trải qua từ khi nhận biết nhu cầu đến quyết định mua và sau mua
Purchase Journey (hay Buyer's Journey) map ra customer decision-making process. Hiểu journey này giúp marketers deliver right message at right time.
Khách hàng ở different stages cần different information:
Mismatch giữa content và stage = wasted effort.
Khách hàng nhận ra họ có problem hoặc opportunity
Họ research để hiểu rõ problem. Content: Educational, problem-focused
Khách hàng define problem và research solutions
Họ evaluate different approaches. Content: Solution comparisons, pros/cons
Khách hàng chọn solution và vendor cụ thể
Họ so sánh vendors. Content: Product details, testimonials, demos, pricing
Khách hàng thực hiện transaction
Reduce friction, build confidence. Content: Clear CTAs, guarantees, support
Khách hàng sử dụng product và đánh giá decision
Onboarding, support, retention. Content: Tutorials, success stories, upsells
Industry: SaaS
Awareness (blog về problem) → Consideration (comparison guides) → Decision (case studies, demos) → Purchase (free trial) → Post-Purchase (onboarding emails, success manager)
Outcome: Structured content strategy tăng conversion 40%
HubSpot's guide to purchase journey mapping
A foundational strategic document that defines the core elements of a brand including purpose, vision, mission, values, personality, and positioning to ensure consistent brand expression.
Structured formulas and templates for writing persuasive copy, including AIDA (Attention-Interest-Desire-Action), PAS (Problem-Agitate-Solution), and FAB (Features-Advantages-Benefits).
A systematic approach to understanding customer psychology, motivations, and decision-making processes for effective marketing.