Marketing in the Philippines today goes beyond simply showing up on every platform. Filipino consumers move seamlessly across Facebook, TikTok, Lazada, Grab, websites, and physical stores, often in a single purchase journey. It’s rarely a straight path, which makes it more challenging for brands to know exactly when, where, and how to connect meaningfully.
To make sense of this behavior and communicate effectively at each step, brands need to map out the customer journey and align it with their integrated marketing communications.
In this blog, we’ll break down what customer journey mapping really is, why it matters for brands in the Philippines, and how it can sharpen the impact of your IMC strategy.
Ready? Let’s get into it!
But first, what is customer journey mapping?
Customer journey mapping gives brands a clear picture of how people move through the entire buying process. This spans from the first time they come across your product, all the way to making a purchase (and ideally coming back for more).
It’s about understanding how customers think, feel, and behave at every stage. With this insight, marketers can spot what’s working and not, fine-tune their messaging, and deliver a smoother, more consistent experience that leads to conversion.
So, why does this matter in the Philippine context?
Filipino consumers are still the top online users this 2025. On any given day, they spend hours online browsing, chatting, scrolling, and shopping. Most people look up a brand before making a purchase, and their decisions are shaped by what they see on platforms like Facebook, TikTok, Shopee, and Instagram.
The challenge? Many local brands still manage their channels separately. A promo might go up on social media, but the website stays outdated. Or the store staff aren’t briefed on an ongoing campaign. These disconnects make for a confusing experience that can quickly turn customers away.
The 5 key stages of a Filipino customer journey
Knowing the key stages of the customer journey helps brands show up with the right message at the right moment. Here’s what the typical Filipino customer journey looks like:
1. Awareness
This is where a customer first hears about your brand. It might come from a Facebook ad catching their eye, a TikTok influencer’s video, a news feature secured through PR efforts, or simply through word of mouth from friends and family.
2. Consideration
At this stage, the consumer begins researching their options. They may visit your website to learn more, read reviews on platforms like Lazada or Shopee, send a message to your Facebook page for questions, or ask friends for recommendations on Viber or in Facebook groups.
3. Purchase
The actual buying moment can happen in several ways. Some customers complete their purchase on your e-commerce store or through a shopping app, while others still prefer to visit a physical store, like a mall, to make their purchase.
4. Post-Purchase
After buying, customers often continue engaging with your brand. They might leave a review sharing their experience, contact your customer service for support, join your loyalty program, or recommend your brand to others on social media.
5. Advocacy
Loyal customers who have had positive experiences become advocates. They share their stories online, refer friends and family, and participate in exclusive programs or communities that deepen their connection to your brand.
How journey mapping supports integrated marketing communications
For integrated marketing communications to truly work, your brand message needs to feel seamless and relevant at every touchpoint. Here’s how customer journey mapping helps your marketing stay sharp and effective:
Deliver the right message at the right time
If your customer is in the consideration phase, pushing a hard-sell promo might feel too aggressive. But providing a comparison chart or sharing an influencer review fits perfectly with what they need at that moment. Customer journey mapping helps you align your tone and content to match the customer’s mindset throughout their decision-making process.
Identify key channels for impact
Not every platform carries the same influence at every stage of the journey. Journey mapping reveals which channels your audience uses to make decisions, allowing you to focus your PR, advertising, and digital budgets where they’ll have the greatest effect.
Improve customer retention
You can optimize every step of your customer’s experience when you understand their pain points. When you resolve them, you turn one-time buyers into loyal customers who keep coming back.
3 simple steps to create your first customer journey map
Creating a customer journey map may sound complex, but it doesn’t have to be. If you’re just getting started, you can break it down into a few practical steps. Here’s a simple way to begin:
1. Know your audience
Start by getting a clear picture of who your customers are. Use tools like surveys, Google Analytics, social listening, and sales data to build customer personas. The more specific you are, the more useful your journey map will be.
2. List down all touchpoints
Think about every possible way a customer might interact with your brand. This is from the first ad they see, to the moment they unbox your product, to a call with your customer service team. Touchpoints can be digital (like social media posts or website visits) or physical (like packaging, receipts, or in-store experiences). Every single one contributes to how your brand is perceived.
3. Map emotions and goals
For each touchpoint, ask two key questions: What is the customer trying to do here? And how do they feel while doing it? Understanding their goals and emotional state lets you tailor your messaging and choose the most effective platform to guide them forward.
Mapping seamless experiences with the right partner
Filipino consumers want meaningful, seamless experiences across every channel. They’re quick to notice when something feels off, whether it’s a promo that doesn’t match what’s in-store or a social post that leads to an outdated website. That’s why customer journey mapping has become essential, not just helpful. It gives you a clear view of what your audience needs, when they need it, and where they’re most engaged.
Partnering with a skilled PR agency makes this process even more effective. They make sure every touchpoint works together to create a consistent, engaging brand story.
If you’re ready to take a more strategic approach, get in touch with NGP-IMC. Let us help you use insights to build campaigns that connect, convert, and grow with your audience.
Irishbeth Relampagos is a writer who specializes in crafting copies across various content formats, mainly SEO blogs and marketing materials. Her passion for translating ideas into impactful content has helped brands connect with their audiences in ways that transcend superficial and transactional interactions.
Irishbeth pursued English Language Studies at Polytechnic University of the Philippines where she honed her skills in writing. While originally focused on writing poems and opinion pieces, she shifted her career path to content writing after a successful stint as an SEO content writer during her internship.