The Customer Journey to Online Purchase

·         Choose same criteria- 2 different countries:

• Comparing marketing channels between France and Japan for medium business in the Auto& vehicles industry:

-          First we can observe that for French people there are no important gaps on the timeline. For Japanese people they do one step and it takes a long time before going to the next step.

A. French journey

B. Japan journey

1. In France by analyzing the timeline (Figure A) we can say that generally when someone want to buy a car the first reflex is to ask relative for advice, then they use Generic Paid Search ( maybe during their research) or the use the ad displayed on the screen (display click). The next stage is to use the organic search, for instance go on the web site of the manufacturer. Afterwards they use brand paid search to helps them gain awareness of their future purchase. Finally to purchase they use the e-mail or go directly buy the car.
2.   In Japan (Figure B) contrary to France before to buy a car the go on the social media, then after a long time, then they use Generic Paid Search (maybe during their research). After the use they use brand paid search. The next stage is use whether the organic search or ask relative for advice then use the e-mail the final step is to go to buy the car.

On the whole in a decision journey people may use almost 5 screens included: the computer, the laptop, the cellphone, the tablet and connected-watch.