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.)

Customer Journey of buying a car



Feeling- After using my car more than 15 years, I felt I wanted a new car
Trigger-The car had more breakdown which triggered my desire to purchase a new car


Feeling-I was feeling motivated to find out the range of cars that fit my budget.
Touch points (online) - I managed to narrow down the choice of car that suit my budget and my need by visiting on line car reviews and the car manufacturer official website.
Touch points (offline) - I talked to family member and friend that drove the few selected cars to find out their overall experience about the cars.


Thought - I finally selected the car model that I wanted to purchase.
Touch points (online) - I scouted online for any promotional offer the the selected car model.
Touch points (offline) - I went to a few showroom of the car brand that I wanted to purchase, whereby I asked questions about the car, any special discount from the salesperson. I finally place an order for car with the salesperson that offered me the best advise and offer.


Feeling - I was impressed that the car manufacturer customer service contacted me to find my experience after 1 week I took delivery of the car. They also reminded to send my car for oil change after the first 1,000 km.
Overall experience - I was impressed at the prompt and level of efficiency of the after sales service centre, whereby they provided free drink, food and free wi-fi while I waited for my car to be serviced.

Repeat Purchase

Thought - I would definitely consider the same car brand when my wife need to change her car.

Refer new customer

Opportunity for improvement - I would gladly to spread good word of mouth about the car that I purchased to my family members and friends.

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