Which term refers to the path consumers take from awareness to purchase?

The correct term for the path consumers take from awareness to purchase is "consumer journey." This concept encapsulates the entire experience a potential customer has with a brand or product, starting from the initial awareness stage where they first learn about the product, through various stages including consideration and evaluation, and ultimately leading to the decision to make a purchase. Understanding the consumer journey helps marketers identify key touchpoints and optimize marketing strategies to enhance customer engagement, improve conversion rates, and ensure a positive and seamless buying experience.

In contrast, marketing strategy refers to the overarching plan that outlines how a business aims to reach its target market and achieve its marketing objectives. Consumer demographics focus on the statistical characteristics of consumers, such as age, gender, income, and education level, which can inform marketing decisions but do not specifically describe the process from awareness to purchase. The sales pipeline is a specific framework used primarily by sales teams to track potential customers through different stages of the sales process but does not encompass the broader experience of the consumer journey that includes the initial awareness stage.