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Advertising and media
Journey stages: goals, touchpoints and typical pain points
| Stage | Customer goal | Typical touchpoints | Common pain points |
|---|---|---|---|
| Awareness | Understand the problem and possible solutions | Short video, search, word of mouth, outdoor ads | Message is unclear or does not reach the right people |
| Consideration | Compare options and reduce risk | Reviews, Instagram profile, website, DM questions | Hidden prices, slow replies, few recent reviews |
| Purchase | Buy quickly, with no surprises | WhatsApp chat, checkout, store, phone call | Extra fees at the last step, limited payment options |
| Use | Get the promised result without effort | Delivery, packaging, onboarding, support | Delivery differs from the promise, no help after purchase |
| Loyalty | Get value again and feel recognised | Follow-up messages, loyalty offers, referrals | Silence until the next sale, generic messages |
| Stage | Customer goal | Typical touchpoints | Common pain points |
|---|---|---|---|
| Awareness | Understand the problem and possible solutions | Short video, search, word of mouth, outdoor ads | Message is unclear or does not reach the right people |
| Consideration | Compare options and reduce risk | Reviews, Instagram profile, website, DM questions | Hidden prices, slow replies, few recent reviews |
| Purchase | Buy quickly, with no surprises | WhatsApp chat, checkout, store, phone call | Extra fees at the last step, limited payment options |
| Use | Get the promised result without effort | Delivery, packaging, onboarding, support | Delivery differs from the promise, no help after purchase |
| Loyalty | Get value again and feel recognised | Follow-up messages, loyalty offers, referrals | Silence until the next sale, generic messages |