You walk through the supermarket aisle until you face various choices for the product you wish to eat. In the case of cereals, it can be 20 or more different options. You reach out and pick one, which you feel is the right decision based on a well-educated process.
In fact, when you make that decision, you are executing on thousands of messages received during most of your entire lifetime—each one with the sole purpose of influencing that decision. In commerce, that purchasing act is called the second moment of truth. The moment when millions of dollars of marketing (at least for cereal companies) is converted into a purchase decision.
Traditionally, the two have been geographically and historically separated. You receive marketing messages at breakfast while reading your daily digest on your phone, and you will be buying in the late afternoon.
Ecommerce, for most of its brief existence, has followed the same schema. Advertising here, shopping there. But not anymore. Everything is converging to one all-encompassing moment of truth at one place and one time, with visual content at its core. The customer journey is now reduced to an instant and one visual.
There are three main steps in a customer journey:
- The awareness of the product
- The consideration of the product
- The purchase of the product
Up to now, they all happened at different places and over time. Now, it’s all converging at one place and time and all within one visual content.