A digital buyer/customer journey is how a marketer design the digital marketing programs/initiatives that leads a prospect (potential buyer) through the marketing funnel. What kind of experience are you providing to the prospects through the different touch points/channels? what’s the call to actions at those touch points/channels? how do you continuously make them engaged/keep coming back? Until they become a customer, how do you make their friends/families/peers become your customers? Such “journey” is a conceptual way that leads you, as a marketer, to design everything you do marketing-wise.