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Digital Marketing – Critical Success Factors

Chapters 4 › Unit 4: Let´s go on a journey .... View instructions Hide instructions

Let´s go on a journey ....

Again, we will be putting ourselves in the customer´s shoes and how marketing communication looks from their point of view


Step 1: Who is the customer? (Chose 1 option)

  • OPTION #1.A CUSTOMER OF YOUR´S In case you are working for a company (and even have personas to choose from) - you might wanna go with a specific customer you are marketing to

  • OPTION #2. YOU - in case you don´t have a customer you can refer to, just take yourself and look at a purchase you made (that wasn’t an impulse purchase)


Sidenote: For those of you who have a B2B customer, make sure to differentiate between the buyer and the user resp. just pick one. Though make sure to write down the interdependences - between the different parties involved - that might come up along the way.


Step 2 : Choose a customer journey map

You can take ours (see next subchapter) or a different map (that you found in the additional materials section of chapter 4.2, like in this article that lists different customer journey maps) - if it seems more appropriate to your situation or business. Yet, remember that any map is just a starting point and you will probably ned to adapt it to your needs.

No matter which map you choose you first wanna look at the different stages of the buying process (in the horizontal axis), second you wanna look at the vertical axis (in our case: The critical elements).

Step 3: Since we can´t upload a paper, you might wanna solve the „matrix issue“ like this (we take our map as an example):

  1. Awareness phase
    A) Feelings, thoughts and actions:
    B) Triggers & Influencers:
    C) Touchpoints (offline & online):
    D) Customer experience:
    E) Opportunities:

  2. Research phase
    A) Feelings, thoughts and actions:
    B) Triggers & Influencers:
    .....

  3. Purchase
    ....

  4. Usage
    ....

  5. Repeat purchases
    ....

  6. Refers new customers


PS: You might encounter the „problem“, that you can´t always fill in all the „boxes“ of the matrix/ map or you are unsure about the stage of the customer. And probably other issues that are unique to your situation.

That´s ok, because we are creating a theoretical model (our best educated guess) that can evolve over time. But it might also indicate that you missed to identify a critical step in the journey or critical elements that are vital to your business/ situation but are not part of your map yet.

And keep in mind WHY we are doing this: It´s to get familiar with the practice itself, which in the end is thinking from the customer´s perspective. Which is, of course, easier when you are the customer yourself
(By the way: You might be surprised by the analysis of your own behavior since we usually don´t think abut it.)

Chapter 4 Thoughts

0 comments

I want to buy a nespresso machine:

Awareness phase
A) Feelings, thoughts and actions: I saw it at lincoln road
B) Triggers & Influencers: found out it could make over 23 types of coffee

Research phase
A) Feelings, thoughts and actions: Figured out you could buy the combo with the milk froather
B) Triggers & Influencers: found out i could buy the 100 pack and get a a complimentary mug

Purchase phase
A) Feelings, thoughts and actions: loved the design once i saw it displayed at the store
B) Triggers & Influencers: 20% off at macy's

Usage phase
A) Feelings, thoughts and actions: recommended it to a friend
B) Triggers & Influencers: the great customer service

Repeat Purchases phase
A) Feelings, thoughts and actions:
B) Triggers & Influencers: discount card for becoming a club member

Refers New Customers phase
A) Feelings, thoughts and actions:
B) Triggers & Influencers:

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