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The digital tools that companies use today are essential pieces for the construction of our consumer journey map. Knowing what role each one plays and at what point it participates in this journey is essential to be able to elaborate and correct those barriers that our customer goes through when purchasing a product and after doing so.

Many of these digital tools play the role of touchpoints in our company, and most of the time, they are not identified as such.

Usually, when looking at our channels such as the website, social media profiles, and content, we forget to look at them from an analytical perspective that can understand how customers perceive our brand. For this reason, to map our consumer journey we must look at the company as outsiders, see what we would do if we were interested in buying a product, what options we have, and how we navigate the different platforms the company has.

Knowing our company's tools will help us optimize the time that the customer spends from awareness to advocacy and minimize those barriers along the way.

The customer journey, in addition to giving us a visualization of how the customer perceives our company and identifying the tools that influence the process, also helps us to create Inbound Marketing strategies that generate the right content for each customer at the right time, specify in which communication channels to distribute the information and also generate internal practices in the company with a customer-focused culture that leads to lengthening their life cycle in our company.

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