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Class 2
SBR: Customer journey Map
Crux of digital strategy : Understanding the consumer and then mapping their
journey online and offline.
Two articles for this topic! HBR and McKinsey
Companys perspective for customer purchase: Suspect-Prospect-LeadsCustomer-Advocacy
At each stage, consumer is looking for some information. In each stage,
consumers are asking questions.
Post purchase has become most important stage in digital world because reviews
and feedbacks can reach millions at a very fast rate
Touch points: any way customers can learn more about the brand! Consumer
driven- consumer is reaching out to get information, comoany drivenadvertisements. Company driven is as low as 30%.
Passive loyalty vs active loyalty
Creating buyer persona:
Stages, channels, information-needs are the dimensions for consumer journey
Day 3
Day 4
Creating affiliates thereby creating backlinks!
It is important to have customer as much in your website as you can!
Customer retention is important and it requires going through the
entire consumer journey again!
Example: Retention with average purchase cost/ order value of 50
dollars.
Barnacles customers, butterfly customers!
Day 5
Based on social media
Social media has two components: paid and unpaid (organic)
SM is all about networks, interactions, part of community, sharing information,
privacy
Central word related to social media campaign is Engage
Conversions when it comes to social media: increase conversions to your
website, increase engagements in app, people claiming offer promote catalogue
Facebook advert: important to have clear audience, message must be ready
Inportant : co-creation, promote lifestyle,
First build your audience, then engage them and finally harvest.
Aksing consumers to come to community, equivalent to asking person to come
over dinner and do nothing
Lighthouse insights
Persona, products category, website, social media, linking, how to search your
product
Objective---how to achieve how to measure?
Acheveing stages of journey
Content must eventually help consumers get solurtion
Variables to consider while choosing content format: channel, format, product,
what stage, money limit