Digital and Social Marketing: Consumer Behavior and Journey Mapping

This report provides a comprehensive analysis of digital and social media marketing, focusing on consumer behavior and customer journey mapping within the context of smartphone and accessory marketing. The report begins by defining digital and social media marketing and its impact on promotional activities, emphasizing the importance of understanding consumer engagement. Part 1 delves into developing an audience segment, specifically targeting the younger generation in Australia, who are heavy consumers of digital media. It outlines the customer journey for smartphones and accessories, highlighting the shift from traditional to social media marketing. The report also explores demographic and technographic audience segmentation and the use of personas. Part 2 focuses on identifying gaps in the customer journey development, emphasizing the utilization of audience segments and customer journey assumptions. It discusses the importance of understanding customer needs and preferences through surveys and analyses to improve marketing strategies. The report concludes by emphasizing the importance of adapting to the ever-changing digital landscape to effectively reach and engage target audiences.

Running head: DIGITAL AND SOCIAL MARKETING 1
DIGITAL AND SOCIAL MARKETING
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DIGITAL AND SOCIAL MARKETING 2
Table of Contents
Introduction.................................................................................................................................. 3
Part 1:.......................................................................................................................................... 4
Developing an Audience segment............................................................................................4
Identification of potential target audience..............................................................................4
Outlining of the customer journey.........................................................................................5
Outline of the targeted audiences.........................................................................................6
Description of the customer segment of the chosen product and audience..........................6
Assumption of a customer journey map................................................................................7
Part 2:.......................................................................................................................................... 9
Researching the further gaps in the development of customer journey....................................9
Utilization of audience segment and assumptive customer journey......................................9
Developing a customer survey to understand good dealings about your target audiences.10
Determination of the potential gaps....................................................................................14
Conclusion................................................................................................................................. 16
References................................................................................................................................ 17

DIGITAL AND SOCIAL MARKETING 3
Introduction
The digital and social media marketing refers to a specific form of marketing technique
that mainly uses social media websites, forums, and multiple blogs to promote the brand and
create a certain awareness regarding the services and products. Moreover, digital marketing
mainly implies to attract a specific audience base through various digital media platforms that
include the use of the internet and non-internet channels. The social media platforms help a
business organization to identify its potential audience. It helps the organization to expand its
business more quickly and efficiently. Moreover, it is observed that the role of social media and
digital marketing is one of the preferred and most suitable methods that can effectively generate
a significant promoting strategy for an organization. The following study will discuss the
consumer behaviors through initiating an exercise in consumer journey mapping. In the recent
scenario of digital space, the consumers are given additional priority over the brands.
Additionally, while using the multiple digital channels various organizations initiate research on
consumer engagements to implement a successful online business strategy. The following
study will also explain how the digital and social media marketing influences the promotional
activities that mainly help to identify consumer engagement policies. Furthermore, the study will
explain the development process of two types of journeys of the customers regarding the
following topic of market research and consumer understanding. The assessment is divided into
two parts; the first part will discuss the development of the targeted audience base while the
second part will identify the potential gaps in the development process of the customer journey.

DIGITAL AND SOCIAL MARKETING 4
Part 1:
Developing an Audience segment
This particular segment of the assessment will discuss the process of developing a
consumer segment while considering the marketing process of Smartphones and tablets. This
particular segment will discuss the potential targeted audiences of these products and will
outline the customer journey and targeted audience base. In addition, demographic segment is
highly appreciated in the event of marketing process of Smartphone and tablets. However,
technographic segmentation is also taking place in the marketing process of Smartphone due
preferred technologies, hardware and software requirements of the customers. .
On the other hand, Personas based audience segment can be used to collect richer data
along with hands-on experience including software installation. Throughout the customer
journey, personas audience segment can make sense of the customer data for delivering inter-
personal experience. Basically, three divisions are involved with personas audience segment,
for example, identify resolution, trait and audience building and activation.
Identification of potential target audience
The current industry of social media and digital marketing has seen a significant change
in the past 14 to 15 years. Moreover, the noticeable rise of digital marketing has shifted the
interests of the audiences from traditional marketing forms to social media marketing forms. The
potential targeted audiences of smartphones and accessories are mainly the younger
generation, who curiously follows all the latest technology trends. It is observed that, in
Australia, the lifestyle of these generation people are mostly driven by the significant
consumption of digital media and several technological developments (Anderl et al., 2016).
Furthermore, in the recent scenario high tech specifications of smartphones other smart
accessories, such as, I-pads, computers, tablets includes high-quality displays, scanners and

DIGITAL AND SOCIAL MARKETING 5
various attractive skins that are quite effective to attract the attention of youth generations in
Australia. This particular group is pretty much loyal as they take social media and the digital
world as a channel to move up their social ratings. Therefore, it is quite easy to influence this
loyal consumer base of the young generation by showing them various and innovative smart
accessories to them. Additionally, youths who prefer to search for their required items also have
a habit to share it among friends and families; therefore, it delivers additional help in promoting
the product. Moreover, as the targeted audiences are already being connected with the latest
tech trends, it is quite worth to allocate a significant budget of the Smartphone companies due
to influence the lifestyle and heavy consumption of the young generations (Bernard & Andritsos,
2017).
In addition, this study is only focused on two general customer segmentations such as
democratic and technocratic audience segment. However, demographic audience segment
includes race, age, occupation and lifestyle of the audience by which effective marketing
strategies can be applied for expanding the business of Smartphone and tablets. Aside from
that, technocratic audience segment includes individual software and hardware preferences
regarding the purchase decisions of Smartphone and tablets.
Outlining of the customer journey
In the current scenario the consumers are widely getting connected with the social
media platforms Moreover, it is observed that the consumers are mostly preferring to interact
with their chosen brands through social media and digital platforms, rather than visiting in a
departmental store. The journey of the selected consumer base in Australia of the Smartphones
and accessories significantly demonstrates the importance of doing investments in different
social media channels. Moreover, social media and the digital world of marketing the
organizations are gaining additional transactional benefits and becoming an integral part of the
campaign plans. Connecting with better and loyal consumers through social media platforms

DIGITAL AND SOCIAL MARKETING 6
have always been one of the major priority of the companies. Therefore, it is noticed that the
investment in digital media has the characteristics of continuously growing and developing
through considering both the terms of paid resources and marketing activities. As social media
is getting aligned with the marketing terms and conditions it successfully influencing the youth
audiences to choose their required items form online convenient marketing platforms.
Additionally, there is a vast number of online marketers of Smartphones and accessories, who
understands the integral aspect of digital marketing with online channels. Online platforms
(Facebook, Twitter, and Instagram) include cross-channel journeys that influence customer
services by providing efficient and reliable products to the targeted audience base. Furthermore,
it is observed that the customer journey of the selected consumer base helps the organization to
initiate a collaborative approach with the marketing behaviors of the organizations. Moreover, it
manages to identify the responses of consumers against online inquiries and multiple issues
(Canfield & Basso, 2017).
Outline of the targeted audiences
Digital marketing is the method of promoting products and brands via online media. In
addition to that, instead of using traditional methods of marketing such as flyers and direct
mails, in recent times the organizations are using the internet and various digital aspects to
promote their brands. Moreover, it is the younger generations who are significantly influenced
by the social marketing platforms. Furthermore, in the current scenario, the significant
development of young generations is heavily affected by digital marketing as it manages to
change the experiences of the consumers in considering both economic and cultural aspects
(Chaffey & Ellis-Chadwick, 2019). Digital marketing has become one of the most successful
methods for initiating business operations. Over the years, younger generations are showing the
utmost interest in digital marketing as they mangos to understand that the various small and
large scale industries all around the globe are considering social media as a major part of their

DIGITAL AND SOCIAL MARKETING 7
promotion activities. In addition to that, it provides additional help to youth consumers to search
their products from a wide range of varieties. Additionally, this particular consumer base is
looking forward to choosing their career in digital and social marketing; therefore, the trend in
social marketing holds a continuously rising possibility. The younger generation of the modern
scenario is more of an “internet freak” as they are specifically attracted to social media and the
digital world of marketing (Chaffey & Smith, 2017).
Description of the customer segment of the chosen product and audience
The consumer segment that is chosen for the marketing of smartphones and
accessories are mainly the younger generations. Consumers of the younger generations can
efficiently differentiate various items while searching their products on inline marketing
platforms. They can identify the best price from the multiple options from their proffered
websites. In addition to that, young generations can choose the best delivery options that fit
perfectly with the price. Moreover, consumers can enjoy the return policies that are offered by
the companies. The youth generations of the Australian Smartphone market are always looking
for smartphones that have an affordable price range. Moreover, the exclusive launches of
smartphones and accessories that has attractive specifications and designs mainly stay at the
central point of attractions. However, e-commerce websites like Amazon, Flip kart, Snap deal
have become the rulers of digital marketing. In the recent scenario, it is observed that, among
the total population of Australia, there are more than 80% internet users who effectively
penetrate the digital marketing prospects of the country. In addition to that, there are more than
70% active social media users in Australia, who plays a significant role in encouraging social
media marketing. Furthermore, the customer experience has a significant role in identifying the
customer segments. Additionally, the customer segmentation before redesigning and
prototyping the smartphone accessories, manufacturing organizations collects and analyzes the
data of the consumers from social media platforms. The analyses of the responses of the

DIGITAL AND SOCIAL MARKETING 8
consumers, regarding the first look of the product help to identify the preferences and choices
(Kannan, 2017).
Assumption of a customer journey map
The customer journey mapping refers to a visual representation that helps to identify the
experiences of the consumers. Moreover, it helps summarize the consumer experience
regarding a specific product to maintain a long-term relationship. In addition to that, the journey
mapping gets quite complex as the organization starts to provide details of the products instead
of simply offering them to buy it. Additionally, it helps the organization to see their offerings from
the consumer’s point of view. To attract the attention of the consumers Smartphone companies
introduce various social media games, where the consumers are asked to get involved in
different game shows. The participants can win various prizes and smartphone accessories by
achieving a winning spot. Moreover, digital online platforms such as Flip kart, Amazon, Snap
deal gives multiple discount offers exclusively in the smartphone segments. It can effectively
establish an emotional connection between the youth consumers and the organization
(Micheaux & Bosio,2019). Answering the Enthusiastic questions regarding the product built a
subjective and focused perception over the chosen product. Moreover, it will help to develop
certain knowledge about the product as the consumer can understand the specifications, usage,
and features of the smartphone. Furthermore, it helps to identify the competitiveness of the
organization that it is facing in the current market. Additionally, by uploading an attractive
content on social media might influence the customer preferences so that they can switch their
acceptances from particular smartphone brand to another. Blog and other visual advertisements
and promotional activities in online platforms help the consumers to understand the product
more specifically and influence them to purchase the item (Moon et al., 2016).

DIGITAL AND SOCIAL MARKETING 9
Figure 1: Customer journey mapping
(Source: Tuten & Solomon, 2017)
Part 2:
Researching the further gaps in the development of customer journey
Utilization of audience segment and assumptive customer journey
In order to increase visibility and attract the attention of the consumers as to how they
can effectively identify the appropriate product for them, the utilization of the audience segment
and assumptive journey of the consumer is required to be considered. The utilization may be
implemented by following the below-mentioned phases:
Engagement

DIGITAL AND SOCIAL MARKETING 10
As the consumer is already familiar with the product through exploring its feature on the
social media platforms, the prospect and the connection of the brand gathers certain information
regarding the consumers of smartphone accessories. Moreover, the viewpoint of the youth
generation may follow the smartphone brand on the social media platforms, may get a chance
to have a free trial for the up-gradation of the given content (Ozuem, 2016).
Evaluation
The consumer already identifies the product that is appropriate to mitigate his/her
problems or can provide the necessary service to fulfill the demand. Although, the youth
consumers are continuously searching for substitutes that can effectively fulfill their demands by
initiating fewer expenses. Moreover, they also investigate if a particular brand is the best
available solution in the market. Additionally, the utilization of the audience segments and the
assumption of the journey of the consumer segments help to guide the prospect towards the
offerings of the company while showing the superiority of the Smartphones over other brands
(Rosenbaum, Otalora & Ramírez, 2017).

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Purchase
In order to influence the consumer’s decision to purchase the smartphone, the prospect
of the consumers must be turned into purchasing behavior. It can be observed that the
purchasing of the smartphones can be done with the help of the automated purchasing and e-
commerce channel at the same point of time. Thus, in this scenario, the adequate tools, path,
and process must be implemented in order to attract the consumers towards the product.
Post-purchase service
The journey of the customer does not end with the purchase as the organization needs
to deliver several post-purchase services to the consumers after they purchase the item. In this
particular point, the consumer may require additional support and after-sales services after
purchasing the item. In the ecommerce purchasing channel, the post-purchase services can be
implemented in the best possible manner, and it is done for increasing the standard of the
customer satisfaction level. Therefore, after the smartphone is sold to the customer the
company needs to be continuously engaged with the buyers for providing additional after-sales
service (Ryan, 2016).
Developing a customer survey to understand good dealings about your target audiences
Q1. How far you are agreeing that social media marketing process provides proper
details regarding smartphone products?
Variables
Total number of
respondents
Frequenc
y
Percentag
e
Strongly
Agree 50 15 30%
Agree 50 8 16%
Neutral 50 6 12%

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Disagree 50 9 18%
Strongly
disagree 50 12 24%
Table 1: Responses for Proper details of product
(Source: Created by the researcher)
30%
16%12%
18%
24%
Proper details of product
Strongly Agree Agree Neutral
Disagree Strongly disagree
Figure 2: Responses for Proper details of product
(Source: Created by the researcher)
In relation to the responses, it is understood that maximum number of responses (30 per
cent) has agreed with the fact regarding details of product. In this regards, it can be stated that
the customers are receiving appropriate services from social media marketing system.
Moreover, total 16 per cent has agreed with the fact that the digital marketing process is
capable of providing effective services to them. On the other hand, total 24 per cent has strongly
disagreed with the fact regarding product details. Moreover, 18 per cent respondents have
agreed with this fact.

DIGITAL AND SOCIAL MARKETING 13
Q2. How far do you agree that digital marketing process provide a better service compare
to traditional marketing?
Variables
Total number of
respondents
Frequenc
y
Percentag
e
Strongly Agree 50 17 34%
Agree 50 10 20%
Neutral 50 5 10%
Disagree 50 7 14%
Strongly
disagree 50 11 22%
Table 1: Responses for Better service
(Source: Created by the researcher)
34%
20%10%
14%
22%
Better service
Strongly Agree Agree Neutral
Disagree Strongly disagree
Figure 3: Responses for Better service
(Source: Created by the researcher)

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In connection to the reactions, it is comprehended that most extreme number of
reactions (34 percent) has concurred with the reality in regards to subtleties of item. In this
respects, it tends to be expressed that the clients are getting suitable administrations from
internet based life advertising framework. Similarly, all out 20 percent has concurred with the
way that the advanced advertising procedure is equipped for giving viable administrations to
them. Furthermore, all out 22 percent has emphatically couldn't help contradicting the reality
with respect to item subtleties. Additionally, 18 percent respondents have concurred with this
reality.
Q3. In what range are you satisfied with the digital and social media marketing process?
Variables
Total number of
respondents
Frequenc
y
Percentag
e
Highly Satisfied 50 13 26%
Satisfied 50 11 22%
Neutral 50 7 14%
Dissatisfied 50 10 20%
Highly
Dissatisfied 50 9 18%
Table 3: Satisfied with the digital and social media marketing
(Source: Created by the researcher)

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26%
22%14%
20%
18%
Satisfied with the digital and social
media marketing
Highly Satisfied Satisfied Neutral
Dissatisfied Highly Dissatisfied
Figure 4: Satisfied with the digital and social media marketing
(Source: Created by the researcher)
It is grasped that most outrageous number of responses (26 per cent) is satisfied with
the truth concerning nuances of thing. In this regards, it will in general be communicated that the
customers are getting appropriate organizations from web based life promoting system.
Furthermore, hard and fast 22 per cent has agreed with the manner in which that the propelled
promoting methodology is prepared for giving practical organizations to them. Moreover, full
scale 18 per cent has earnestly could not resist repudiating the truth concerning this process.
Determination of the potential gaps
The potential gaps in social media marketing are discussed as follows:
Geographical shifts
It is expected to see more of the protectionism and local restriction in the future for social
media marketing. The impact of the famous smartphone brands have made various strategic

DIGITAL AND SOCIAL MARKETING 16
changes in their online marketing structures as they are getting more fragmented towards the
youth consumers of smartphones and accessories.
Empowered consumers
In the recent scenario, the customer behaviors have drastically changed and in the youth
consumers of Smart phoebes in Australia are seeking smartphone brands that can effectively
reflect their social values. In addition to that, the consumers are continuously demanding such
brands of smartphones that can be aligned with their values. In addition to that, youth
generations of Australia are demanding such items that are highly reliant on the local and social
benefits while considering the political impacts on social media platforms (Sajid, 2016).
Emergence of local competitors
The emergence of local Smartphone companies delivers a certain disadvantage for
social media marketing. The local enterprises can effectively spur the local enterprises that
mainly leverage a deeper understanding of the home audiences of smartphones in Australia.
Re-evaluation of local offline marketing
Various smartphone brands in Australia does social media marketing through locally
supported websites instead of various effective mobile-centric approaches to reflect the
smartphone using trends. In addition to that, it is identified that the online marketing of
smartphones and accessories is one of the most effective dynamic ways to improve the local
offline experiences of youth consumers in Australia (Stephen, 2016).

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Conclusion
From the above discussion, it can be concluded that with the emergence of
technological advancements, customer behaviors regarding social media marketing has
dramatically changed over the years. The customer journey mapping is an ineffective tool that
helps to understand the preferences of the audiences while considering their current and future
experiences. In addition to that, in this modern and innovative digital age, the customer
experience is one of the key aspects that help an organization to understand the mobility of the
service and to determine the customer experience. In addition to that, over the years the
acceptances of the youth generation regarding smartphones and accessories have evolved. On
the other hand, in order to initiate a successful online marketing, the customer experiences must
be given additional importance to create a successful online marketing program. In addition to
that, the role marking in the recent digital transformation helps to determine the key elements of
social media marketing. Moreover, through using the mechanism of online survey tools the
study further elaborates on the looking patterns, insights and segmentation patterns of digital
marketing. The study further explains various changes in the journey of young consumers
regarding smartphones and accessories.

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