Customer Journey to

Online Purchase

Think with Google

Large companies - a comparison between 3 countries

- Germany and Canada start their marketing strategy with display clicks when Australia leans more on social networks

- For Australia : the next steps are almost gathered and done at the same time very quickly in the process but the purchasing action comes after a few time

- For Canada, the steps are quite well spread, done one by one, with e-mail followed by social, generic paid search, referral/brand paid search, organic search and direct purchase that occurs a small time after all the previous steps

- For Germany, actions from the customers will take a little more time after the first step of the display clicks. Then social, organic search, referral and emails are going one after the other in a quiet constant way until the purchasing action still taking a little more few time to be completed

Small Companies - A comparison between 3 countries● The 3 countries start by Organic search

● Canada and Germany have the same distance for the next step marketing strategy when Australia needs more time to go to the next one

● The 3 of them use the same marketing channels but not at the same time

● The last interaction for Germany and Australia is email whereas for Canada is Generic paid search

● Finally, the “Direct” action of purchasing comes at the very end of the customer’s path for the 3 countries

Hotel strategy - Based on the previous data, if the hotel belongs to a chain, the staff should probably be inspired by the large group analysis.

- Therefore, except for Germany, e-mails are very important and should be used very early in the process, along with social and generic and brand paid search, the three of which being common to Germany, Australia and Canada.

- For both Germany and Canada, the all process of the strategy is done evenly over time whereas for Australia, it is usually done quite early in the process.