Buyer Journey is the sequence of questions, concerns, comparisons, and decisions a person goes through before choosing a product or service.
It matters because strategy keeps channels from competing with each other. When this concept is clearly defined, the team can connect budget, audience, creative, offer, tracking, and reporting to revenue instead of chasing disconnected metrics.
Example
A buyer might first ask whether a solution fits, then compare available providers and finally check timing and price. Content should answer those changing questions instead of repeating a sales pitch at every stage.