Introduction to Customer Journey in Media Buying


Customer Journey

For marketers in the eCommerce industry, reaching and engaging with potential customers throughout their customer journey is a critical aspect of driving sales and revenue. Media buying plays a fundamental role in this process, allowing brands to strategically place their message in front of the right audience at the right moment. As the digital landscape continues to evolve, there is a growing emphasis on leveraging post-transaction advertising solutions to maximize the customer journey and drive incremental revenue. One solution that has been gaining traction in the industry is Fluent’s post-transaction advertising solution, which enables brands and advertisers to expand their acquisition strategy and publishers to tap into new revenue streams with personalized offers at the moment of purchase. In this article, we will delve into the concept of customer journey as it relates to media buying, exploring the significance of post-transaction advertising and its impact on the overall customer experience.

Acknowledging the Customer Journey and Media Buying

The customer journey encompasses the entire process that a potential customer goes through, from initial awareness of a brand or product to the final purchase and beyond. In the eCommerce industry, this journey often involves multiple touchpoints across various channels, including social media, search engines, and display advertising.

Challenges in Reaching Customers Throughout the Journey

In a highly competitive digital landscape, reaching and engaging with potential customers at every stage of the customer journey presents several challenges for marketers. Traditional advertising methods may struggle to capture the attention of consumers who are inundated with marketing messages daily. Moreover, identifying the right moments to deliver relevant and personalized offers can be a complex task, often requiring the integration of advanced data and targeting capabilities.

Maximizing Opportunities Through Media Buying

Media buying, the process of purchasing advertising space or time, offers marketers the ability to strategically place their message in front of their target audience. By leveraging data-driven insights, marketers can identify the most effective channels and timing to connect with potential customers. However, traditional media buying approaches often focus on reaching consumers before or during the decision-making process, potentially neglecting a crucial phase of the customer journey: the moment of purchase and post-transaction experience.

Post-Transaction Advertising Solution by Fluent: Maximizing the Moment of Purchase

Fluent’s post-transaction advertising solution is designed to address the critical phase of the customer journey that occurs at the moment of purchase. By leveraging real-time data and advanced targeting capabilities, this solution enables brands and advertisers to deliver personalized offers to customers immediately after their transaction is completed. This unique approach allows marketers to capitalize on the moment when consumers are most engaged and receptive, presenting an opportunity to drive additional conversions and customer loyalty.

Expanding Acquisition Strategy

For brands and advertisers, the post-transaction phase represents a valuable opportunity to expand their acquisition strategy. By delivering personalized offers at the moment of purchase, marketers can influence future buying behavior and potentially drive repeat purchases. Additionally, this approach allows brands to foster a deeper connection with their customers by delivering relevant and timely offers that enhance the overall shopping experience.

Unlocking New Revenue Streams for Publishers

Fluent’s post-transaction advertising solution also provides an innovative revenue opportunity for publishers. With the ability to deliver personalized offers to customers at the moment of purchase, publishers can tap into new revenue streams by partnering with brands and advertisers to feature relevant promotions within the checkout experience. This not only enhances the value proposition of the publisher’s platform but also creates a seamless and non-intrusive way to monetize the moment when consumers are highly engaged.

Driving Incremental Site Revenue and Monetizing the Checkout Experience

As publishers in the eCommerce industry continue to explore new avenues for driving incremental site revenue, the integration of post-transaction advertising solutions presents a compelling opportunity. By optimizing the checkout experience with personalized offers, publishers can enhance the overall customer journey, adding value for both consumers and advertisers while unlocking new streams of revenue for their platforms.


In the ever-evolving landscape of digital marketing and eCommerce, the customer journey remains a cornerstone of success for brands, advertisers, and publishers alike. Leveraging post-transaction advertising solutions such as Fluent’s offering can significantly impact the customer journey, expanding acquisition strategies for brands and unlocking new revenue streams for publishers. By focusing on the critical moment of purchase, marketers can maximize the effectiveness of their media buying efforts, driving incremental revenue and fostering deeper connections with their audience.