mapping consumer digital journey
Tips for Mapping Consumer Digital Journey
Please follow the below structure for the assessment titled “Mapping Consumer Digital Journey” –
1. Introduction: Discuss about the brand / firm, its industry and targeted customers. 4 marks
2. Purchase Process: Specify the steps of purchasing the product/service and the key touch points of having interaction with the brand/firm. 5 marks
3. Mapping the digital Journey: Map the purchase journey through a diagram or a flowchart covering the entire process and each touch points. 4 marks.
4. Critical analysis of the customer experience: Critically discuss about the brand’s / firms’ online presence. Point out the areas that you liked and disliked. How the firm uses different internet marketing tools and the concept of SEO to offer the current online experience? You should discuss both the areas that you liked and disliked. 8 points.
5. Recommendation: Recommend and discuss useful e-marketing tools that the firm or brand could use to make your online purchase journey more rewarding. 6 marks.
6. Quality of Communication: The Quality of communication and the language choices should be appropriate for the discipline and the task. The presentation should be virtually error free. 3 marks.
Mapping a consumer purchase journey is an effective method for marketers to improve customer experiences. Mapping helps marketers diagnose relevant issues that are critical to target customers, and formulate innovative ways of delivering them a ‘wow’ experience. For this purpose, marketers need to understand the steps (i.e. need recognition, awareness, research, evaluate, purchase, pay and post purchase service) that consumers go through before purchasing a product online or offline.
For this individual assessment, you are asked to map your digital journey while purchasing a product or service online. You need to select a brand, or a firm that has a significant online presence (in English language) in order to develop your map. If you are likely to interact with both online and offline contexts throughout the purchasing process, please consider both while mapping the journey. You are required to prepare a report covering the following key issues –
1. General introduction about the product or service, its nature, and targeted customers of the firm.
2. Create a map (e.g. a diagram or flowchart) that shows your journey from need recognition to post
purchase service that you have received from the selected brand or company. Specify each TOUCH
POINT of your journey in the diagram.
3. Critically discuss how the brand or firm uses different e-marketing channels and tools such as SEO,
SEM, AdWords, company owned and earned media including its social media content, emails, etc. in each step of your journey. Your critical discussion should include both positive experiences and negative experiences that you had with the brand’s / firm’s online presence. Your discussion should also include the interaction of online and offline context if you have used both the platforms (online and offline) while purchasing the product or service (i.e. specify the TOUCH POINTS when you have gone offline and discuss why you have done so).
The length of the assessment should not be more than 8 pages (12 font; 1.5 line space; and 1 inch margin in all sides) excluding the cover page, table of contents, references and appendices. Your write up beyond first 8 pages will NOT be marked.