Now, more than ever, the digital world waits for no one. In 2016, mobile internet use first surpassed desktop, and this global trend in web usage will only continue to increase. Just look at Africa: the continent isn’t just mobile-first; it’s “mobile-only.”

At the beginning of 2018, Google rolled out mobile-first search engine indexing, marking the start of the tech giant’s push to encourage everyone to start embracing a mobile-first perspective.

We often reference “the buyer journey” when planning new marketing campaigns and techniques with our clients. The buyer journey is a fundamental part of any inbound marketing campaign. We use it to make decisions about tactics and content that will help our target audience meet their needs.

But, what exactly is a buyer journey, and how does it fit into your bigger strategic planning?

In this article, you’ll learn the basics about the buyer journey, how to utilize it in a marketing campaign, and see examples from different industries.