Digital Marketing: Customer Journey and Profiling Analysis

This report provides a comprehensive overview of digital marketing principles, focusing on customer segmentation, customer profiling, and customer journey mapping. It delves into various segmentation methods, including demographic, behavioral, psychographic, and digital age segmentation, highlighting their significance in understanding customer behavior and preferences. The report further explores customer profiling, emphasizing its role in creating targeted marketing campaigns and improving customer experience. Additionally, it examines customer journey mapping, illustrating its importance in visualizing customer experiences and identifying key touchpoints. The report also discusses pre-purchase and post-purchase behaviors, providing insights into consumer decision-making processes and strategies to enhance customer satisfaction. Through this analysis, the report aims to equip marketing professionals with the knowledge and tools necessary to create effective digital marketing strategies and foster long-term customer relationships.

Running head: DIGITAL MARKETING
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Name of the Student
Name of the University
Author Note

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MARKETING PRINCIPLES TO A DIGITAL MARKETING PROFESSIONAL
Digital marketing is an umbrella term which is used to describe the use of the various
tools in promoting the market products, services which are provided by the organizations or
brands (Chaffey & Ellis-Chadwick 2019). As the customers are becoming more and more
reliable on the digital communications, the importance and power of digital marketing has
increased gradually. The section will discuss the usefulness of customer segmentation and
profiling and customer journey mapping. In the part of the customer segmentation the paper will
thoroughly discuss the demographics, behavioral, psychographic and few other segments in the
line (Wang, Calder & Uzunoglu 2017).
Customer Segmentation & Profiling
Marketing is often known to draw the concept of customer segmentation and profiling.
According to the author Ryan (2016) this helps the company or the organization to understand
and direct marketing activities. This concept is also very useful for the organization in various
other things like understanding the choices and preferences of the customer. Therefore it is very
important for the organization to take the note of customer segmentation when applying some
different ways in digital customer journey or new technology. The aim of the marketing
department of a company is to convey the appropriate message to the right group of people
through the means of digital marketing. According to the authors (Walters & Bekker 2017)
customer segmentation is when the company is dividing the customers into different groups
which might be based on the various criteria like the demographics, behavior and psychographic.
Therefore it becomes a challenge for them in understanding how to catch them in the process of
buying decision. However in order to do this the company needs to learn the way the customers

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think and how they behave. Customer segmentation is important as because it helps the
organization to understand the market very easily when expanding the business in the existing
demo geography as well as when entering into the new geographic location (Paker & Vural
2016). It helps the growing companies to plan out and make proper use of the internal resources
more and more effectively. The various categories of customer segmentation are described
below:
 Demographic – Demographic segmentation is defined as the segmentation of the
potential market by the way it is composed (Esping‐Andersen & Billar 2015). In
marketing principles the most important factors of creating the demographic segment are
by separating the age, gender, sexual orientation, and income of the person (Kuiper,
Constantinides & de Vries 2019).
 Behavioral – It is that types of segmentation of the potential market by understanding the
different types of behavior of the customer. For example Coca Cola mainly segments its
market by their behavior in different regions of the market by the Cost conscious
customers, sophisticated customers, and solution oriented customers.
 Psychographic – It is defined as the segmentation where the customers are segmented by
their personality trait, attitudes, interest, lifestyle and values. This type of segmentation is
widely used by the Supreme Court of the country by segmenting the people or proposing
the decision to legalize the same sex marriage, pro active marketers (Mittal 2016).
 Digital age segmentation – In the present era the customers are also segmented into
different groups on the basis of the buying patterns. Therefore by targeting and
segmenting according to the buying pattern. By doing so the marketing team focuses on

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trying to deliver the right message to the right group of customers and hoping the best
from them (Armstrong, Harke & Brennan 2018).
 Potential customer segmentation - This is the segmentation of the market where the
customer has a thought of buying the product but does not has a full reason or is not
convinced and does not have the desire to buy them. The personal digital marketing can
be a great tool for this type of segment. According to the customer a special type of
discount coupon or else one time discount can be a real deciding factor which will be
able to turn the potential customer into the actual customer of the company (Kolarovszki,
Tengler & Majerčáková 2016).
Customer profiling
According to the author (Upadhyay, Vidhani & Dadhich 2016) in the present era the
concept of modern marketing is a highly competitive environment. The present customers
are very much demanding and discerning. These days they are producing more and more
data as well as demanding a better level of services from the companies. However in the
present scenario grouping the customers into various segments enables the brand or the
organization to effectively focus on the market through communicating with the customers
across various types of channels (Vidhani & Dadhich 2016).
Customer profiling is important as because it helps or enables the brand to create various
types of campaign which aims to tailor each group of the segment. It can happen by
messaging the brand’s most valuable and close customers, attempting to attract the
customers who are almost similar to the best customers, etc. The concept of customer
profiling is not new in the market but however the volume and complexity of the data which

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is being generated are getting sophisticated with the availability of the analytical tools. By
accepting the popularity f customer profiling the companies and brands produces actionable
results which might be consistent across various channels. Due to the advanced use of the
analytical business tools understanding the customer and profiling them is now more easy
and valuable to the business organization than it was before (Von Wangenheim & Schumann
(2016).
The main advantage or the importance of customer profiling in the digital marketing
professional as because it will improve the customer experience that will lead to more
effective and efficiency in the marketing of the business. Hence this will lead to more loyal
customers and greater Return on Investment.
The six elements which are required for customer profiling are :
Customer Journey Mapping

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The customer journey mapping is a visual representation of the customer
experiences which the organization has with itself. It helps the marketing team to understand the
story of the customer experience and engagement with the brand. This in a way helps the brand
or the organization to create a long term relationship with the customer. According to the author
Walters (2018) in the first process it seems to be very easy for the brad to see the customer
journey mapping when the brand is selling a good to the customer and they are buying it. But
when the marketing team gets into details it becomes very complex and detailing for them to
understand with the involvement of varieties of products which are available with the customers.
According to the authors Anderl, Von Wangenheim & Schumann (2016) the importance o
customer journey mapping to the business is that it helps the business to step into the customer’s
shoes and see the business from the perspective of the customer. It alos helps the business to gain
an insight into the common customer pain points, which helps them to improve the business by
providing a better customer experience and define the needs and wants of the customers. It helps
the brand or the business organization by focusing o the particular customer need at the different
stage of the buying funnel. It provides an outside perspective of the sales process and marketing
team of the company. It highlights the development priorities of the company which helps the
company to concentrate on the efforts and expenditure which maximizes the effectiveness.
Also the authors Lemon, & Verhoef (2016) states that the customer journey mapping tool can be
just the first step in analyzing the change in the business. The touch points are very important to
recognize and then it should be represented in a visual representation of data. Few of the stages
in Customer Journey Mapping are described below
Pre purchase

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The pre purchase information search is a very integral part of the consumer decision making
process as well as the buying behavior. Understanding the behavior and the consumer search
information is very vital for popular business organizations in planning their communication
strategy which will in a way help the brand reach out to the customers effectively. The pre
purchase customer information or the search behavior is very extensively studied in the
marketing team or department which is maintained by the organization in the online shopping
sites of the company. With the extensive growth of the electronic retail marketing over the past
few years, it has thus become very easy for the multinational fashion brands and companies to
search the consumer behavior and buying situations (Gultekin2015). According to the author
Ozer & Gultekin (2015)the online search study investigates all those factors which influences
the external use of different kinds of information sources in the pre purchase searches by the
online shoppers. Owing to the importance of the consumer decision making or the pre purchase
decision making information search behaviors’ are studied by a team of researchers as well as
marketing team who study the data for a long time.
Post purchase
The post purchase behavior is known as the last stage or the final stage in the customer decision
making process. This is th process when the customer is known to asses that whether he or she is
satisfied or dissatisfied with the pur6chase they have made. If the customer finds out that he or
she has made a right purchase then they can very easily influence the other customers to buy the
product. He will be compelled in order to share the feeling about the purchase of the product.
Few of the ways which should be implemented in order to make the post purchase behavior are
(Ozer & Gultekin 2015) :

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 Showing care to the customer and valuing them.
 Helping them by reducing the post purchase anxiety by ensuring the refund policies to
them.
 Guiding the customer with the usage of the product.
 Ensuring the value of buying or purchasing the particular product or any kind of service
sold by the company (Ozer & Gultekin 2015).

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