The Consumer Journey Process – The Gold Standard for Modern Marketing in 2026

Behavior, Brand Marketing, Economy, Society, Uncategorised |

1. Introduction

In 2026, the influencer marketing industry stands at a crossroads. Global spending on influencer partnerships is projected to reach around $32.55 billion, a sharp rise from previous years and a clear sign that brands are pouring resources into creator-driven strategies. Social media has overtaken traditional paid search as the world’s largest advertising channel, with global spend expected to hit nearly $267 billion. At the same time, user-generated content is gaining ground, with many forecasts suggesting creator-driven material will soon claim a larger share of ad revenue than professionally produced content. Consumers increasingly tune out polished ads in favour of authentic voices—peers and creators who feel real.

This shift marks the arrival of what many call the community era. Trust in traditional advertising has eroded, while electronic word-of-mouth (eWOM) thrives on platforms where people share experiences openly. Brands that once relied on broad reach now recognise that genuine influence comes from building relationships, not just broadcasting messages. Influencers restore the context and credibility lost in a sea of digital ads, turning passive viewers into active participants.

Enter the Consumer Journey Process (CJP), the gold standard for modern marketing in this landscape. Popularised by Max Osborne and the team at ThisThat, CJP is a five-stage model: Awareness, Relevance, Persuasion, Action, and Advocacy. Unlike older funnels that focus on quick conversions, CJP maps the full path consumers take—from first noticing a brand to becoming vocal supporters.

CJP stands out because it captures the digital evolution of word-of-mouth. It restores trust through relevant, contextual connections and delivers measurable long-term value, even for brands working with limited budgets. Relevance and persuasion become the heart of the process, sparking advocacy that creates sustainable growth. Traditional models often overlook these mid-funnel stages, treating consumers as transactions rather than community members.

This essay explores why CJP has become the benchmark. It begins with the evolution of marketing models, from mass media to community-driven eWOM. It then examines the core strengths of CJP and supporting evidence. Practical steps for implementation follow, including low-cost tactics for smaller brands. The discussion concludes by looking ahead to an AI-influenced future where human connection remains essential.

2. The Evolution of Marketing Models – From Mass Media to Community-Driven eWOM

Marketing models have always mirrored the tools and habits of their time. In the mass media era, roughly from the 1920s to the 1990s, brands spoke loudly to as many people as possible. The classic AIDA model—Attention, Interest, Desire, Action—captured this perfectly. A television advert or billboard grabbed your eye, built curiosity, stirred want, and pushed for a purchase. Success was measured by reach: how many eyes saw the message. It was a one-way conversation, like shouting across a crowded street. Brands controlled the narrative, and consumers had few ways to talk back.

The arrival of the internet in the 2000s changed everything. Digital channels allowed precise targeting and instant measurement. Marketers shifted to performance models obsessed with return on ad spend (ROAS). Attribution became the holy grail—figuring out exactly which click or impression led to a sale. Tools like Google Analytics and paid search promised control over every step. Yet the reality proved messier. Consumers bounced between devices, platforms, and moods. The funnel looked neat on paper but leaked at every stage. Brands chased short-term conversions, often at the cost of deeper trust.

By the 2020s, another shift emerged: the community era. Social platforms turned passive viewers into active participants. User-generated content (UGC) and influencer posts began to outperform traditional ads in engagement and trust. People trust recommendations from peers or creators they follow far more than polished brand messages. Electronic word-of-mouth (eWOM) now spreads at scale—think of a single TikTok video sparking a product trend overnight. Influencers do not merely promote; they provide context. A creator using a skincare product in their real routine shows how it fits into everyday life, something a glossy advert cannot.

This move from top-down advertising to peer-driven recommendations reveals a hard truth: traditional funnels undervalue the middle stages. Awareness and action get all the attention, but relevance and persuasion—the moments when a product starts to feel right for a person—often go ignored. Without those, advocacy never takes root. The community era demands models that track the full path, including the quiet conversations that turn customers into advocates.

CJP addresses exactly this gap. It recognises that in today’s landscape, genuine influence flows horizontally, from person to person, rather than vertically from brand to consumer.

3. Why CJP Is the Gold Standard in 2026

The Consumer Journey Process stands apart because it matches how people actually decide what to buy in a world flooded with content. Older models treat the journey as a straight line from ad to sale. CJP sees it as a cycle built on human connection.

The five stages break down like this:

  • Awareness: The moment someone first hears about a brand or product. This is the top of the funnel—broad exposure through social feeds, search, or a creator’s post.
  • Relevance: The critical filter. Does this feel like it belongs in my life? Relevance asks whether the brand’s values, aesthetic, or story align with how the person sees themselves. A gym-goer might ignore a luxury skincare ad but stop scrolling for a post about a simple, effective protein shake.
  • Persuasion: The stage where doubt turns to belief. Here, proof builds—reviews, demonstrations, comparisons, or seeing the product in real routines. Persuasion is not about pressure; it is about evidence that the product delivers what it promises.
  • Action: The purchase or sign-up. This is the moment of commitment, often the only part traditional metrics track.
  • Advocacy: The payoff. Satisfied customers share their experience, post photos, tag friends, leave reviews. Advocacy turns buyers into amplifiers, creating a flywheel that drives more awareness without extra spend.

The real power sits in the middle. Relevance and persuasion form the kernel. Without them, action remains rare and advocacy impossible. Think of a friend recommending a restaurant: if the place feels right for your tastes (relevance) and the meal lives up to the hype (persuasion), you will go—and then tell others. Miss either step, and nothing happens.

Data backs this up. Studies consistently show relevance as the strongest predictor of purchase consideration. Brands that score high on “this feels made for me” see conversion rates two to three times higher than those that rely only on awareness. Persuasion follows closely: when people feel convinced the product works, repeat buys and shares rise sharply. Advocacy, meanwhile, delivers the lowest cost of acquisition—often near zero—because it comes from genuine enthusiasm.

This aligns with older ideas about how influence spreads. Malcolm Gladwell’s tipping points show how small groups of connected people can tip a trend. Jonah Berger’s work on contagious ideas points to social currency and practical value as drivers. Online communities add scale: networked narratives move faster and stick longer than any single ad.

Real examples illustrate the difference. Gymshark grew from a garage operation to a billion-pound brand almost entirely through community advocacy. Early nano-influencers wore the clothes in authentic gym routines, making them relevant to fitness enthusiasts. Persuasion came from visible results—better lifts, better fit. Fans then posted their own transformations, fuelling exponential growth without massive ad budgets. In contrast, brands that chase viral awareness alone often see one-off spikes followed by silence.

CJP’s advantages are clear. It measures the full funnel, not just the bottom. It prioritises community over transactions. It builds long-term value: advocacy acts like a pension, paying dividends for years. Traditional models chase short-term ROAS, often eroding trust in the process.

That said, CJP has limits. It relies on surveys or sentiment analysis, which can be noisy. Results vary by category—impulse buys like sweets need less persuasion than considered purchases like mattresses. Still, even in fast-moving categories, relevance separates winners from noise.

In short, CJP is the gold standard because it accepts the reality of modern buying: decisions are social, contextual, and emotional. It does not pretend consumers are rational machines. It meets them where they are.

4. Practical Application – Implementing CJP Principles Without a Big Budget

You do not need a large budget to put the Consumer Journey Process into practice. The model thrives on authenticity and connection rather than scale. Its strength lies in prioritising relevance early, letting persuasion build naturally, and allowing advocacy to grow organically. Smaller brands can achieve this with discipline and the right focus.

Low-Cost Strategies

Begin with micro- and nano-influencers (typically 1,000 to 50,000 followers). These creators often have the most engaged, loyal audiences because their content feels personal and unfiltered. Trust levels are higher than with macro-influencers who promote dozens of brands. Collaboration costs can be minimal—sometimes as low as £50 per post, or even just product gifting in exchange for honest content. Engagement rates frequently reach 5–10%, far above the 1–2% typical of larger creators.

Leverage free or low-cost tools to discover and manage these partnerships. Set up Google Alerts for your brand name, key product terms, or industry hashtags to spot organic mentions. Use Mention or Brandwatch’s free tiers to track conversations across platforms. Create quick surveys with Google Forms or Typeform’s free plan to test relevance directly (“Does this product feel like it fits your daily routine?”). Monitor user-generated content by searching relevant hashtags, creator handles, or branded keywords manually on Instagram, TikTok, and YouTube. These steps require only time, not money.

The most important principle is to anchor everything in relevance. Before any outreach, define your core associations—three to five precise words or phrases that capture what the brand truly stands for. Examples include “quiet luxury for everyday wear” or “sustainable adventure gear for families.” Only partner with creators whose existing content already embodies those associations. A mismatch will kill relevance before it has a chance to take root; a strong alignment accelerates the entire journey.

5. Step-by-Step Playbook

  1. Define brand values and core associations Write a short, specific list. Avoid generic claims like “high quality” or “fun.” Be concrete: “cozy comfort for remote workers” or “bold, plant-based energy for creatives.” This list becomes your non-negotiable filter for every decision.
  2. Identify and partner with authentic creators Search platforms by hand or with free tools. Look for creators whose posts naturally reflect your associations. Send a personal, short message expressing genuine appreciation for their work. Offer product for honest use in their real routine—no scripts, no forced promotions.
  3. Launch simple campaigns Start small and organic: one or two creators at a time. Encourage natural posting. If budget allows, add modest amplification (£20–£100) to their strongest posts to extend reach without distorting authenticity.
  4. Track basic metrics Focus on what matters: engagement (likes, comments, saves, shares), sentiment in comments and DMs, and organic reach. Use built-in analytics on social platforms. Ask creators for screenshots of positive feedback that shows persuasion in action.
  5. Iterate and build advocacy Engage with every meaningful comment or share. Repost user content with credit. Feature real customer stories in your own highlights or stories. Each interaction strengthens the community loop and encourages more advocacy.

Real-world examples prove this works. Olipop scaled rapidly by partnering with nano-influencers who shared honest taste tests in everyday moments. CeraVe built a massive UK following through dermatologists and skincare enthusiasts posting unpolished routines. Both brands started with limited budgets, focused on relevance, and let genuine advocacy drive growth.

When organic momentum builds—consistent positive sentiment, rising shares, repeat collaborations—it may be time to invest in professional tools like ThisThat or agency support. Until then, the low-cost approach delivers surprising results.

This method succeeds because it is honest. It respects how real people discover and adopt products: through trusted voices and shared experiences, not through loud ads. In a crowded digital world, that authenticity becomes the strongest advantage.

6. Conclusion

The Consumer Journey Process is not just another marketing model—it is the evolved, digital version of word-of-mouth. In 2026, where screens dominate daily life and trust in traditional advertising has all but vanished, CJP offers a clear path forward. It begins with awareness but refuses to stop there. It insists on relevance, builds persuasion through proof, drives action, and culminates in advocacy. Each stage flows naturally into the next, creating a self-sustaining cycle that traditional funnels rarely achieve.

What makes CJP powerful is its acceptance of reality: people buy from brands that feel right for them, that prove themselves in real contexts, and that earn the right to be shared. Advocacy is the ultimate measure of success, because it costs almost nothing and lasts the longest. It turns customers into a community that markets the brand for free.

For brands of any size, the lesson is simple. Prioritise relevance over reach, persuasion over pressure, and advocacy over short-term sales spikes. Chasing quick ROAS often burns trust; investing in authentic connections builds equity that compounds over time. Even small teams can start today—define core associations, find aligned creators, listen closely, and let the flywheel turn.

Looking ahead, the rise of AI will change many things. Algorithms will generate content faster, personalise experiences more precisely, and simulate conversations at scale. Yet the human element remains irreplaceable. Relevance is not a statistic; it is a feeling. Persuasion requires trust. Advocacy comes from genuine emotion. No amount of data or synthetic creativity can fake that spark. In an AI-driven future, the brands that succeed will be those that master the human side of the journey—the side CJP was built to capture.

The community era rewards authenticity. Those who embrace CJP will not just survive; they will thrive.

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