Digital Marketing: Customer Journey Mapping and Digital Tools

This report explores digital marketing practices, focusing on understanding the customer journey and leveraging digital tools for effective marketing strategies. It details the customer journey map for a firm, identifying key touchpoints such as initial need identification, smartphone research, store visits, purchase decisions, product utilization, support interactions, and repeat purchases. The report emphasizes the importance of SEO, convenient services, and front desk support in enhancing the customer experience. It also evaluates the use of digital tools like Instagram and Facebook for brand awareness, customer engagement, and traffic generation, highlighting the significance of metrics such as engagement rates, website traffic, and follower demographics. The analysis concludes that understanding the customer journey enables companies to analyze customer needs and effectively promote products and services using digital platforms.

DIGITAL MARKETING
PRACTICE
Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART 2............................................................................................................................................1
Customer journey map and key touch points......................................................................1
CONCLUSION...............................................................................................................................6
REFERENCES..............................................................................................................................7

INTRODUCTION
Digital marketing practices enables the businesses to know their target potential
customer, which helps them to develop suitable strategy in order to utilize the accurate
data for advertising their items through digital platforms (Batra,2017). This technological
tool is considered as the anticipating tool in the market through which the businesses
are able to reach out to large range of customer and to create the consumer segment.
This report will cover the customer journey map for the sassy and messy firm, along
with the digital marketing tools and techniques.
MAIN BODY
PART 2
Customer journey map and key touch points
Customer journey map is the complete process in which it defines the every
action of the customer which they have taken throughout their surfing journey over the
website. It maps out the activity of the customer, for an example customer visits the
website and select the product and put it into the cart all their activities are stored. It will
be beneficial so that businesses will promote those item which the customer have put in
their cart.
Key touch points Description
Requirement for purchasing It is the initial step in which the customer identify
their needs for purchasing, in which customer
determinant to their interest and started surfing
on the website to buy their desired product.
Customer visits the different website and view
their product price. In which customer also faces
the problem to choose the product over the
mobile phone as they face the ambiguity to select
the product online, as they feel that what if the
product is different from which is appeared on the
website thus for the sassy and messy it is
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important to use SEO as it enables them to
increase the god quality traffic at website
(Sahana and BhaskarNunan and Di Domenico,
2019).
Research option available on
smart phone
In this next stage when the customer completely
knows as what they want to buy then they visit
the websites through their mobile phone. They
visit the various websites of the companies and
search for their products, they proceed to view
the review and star rating of the product which is
made by the other customers. After much
researching finally they decides to choose the
product and put it into the cart, they always
compare the product with other site as what if the
same product will available at less price on
different websites. Customer also feels that to
physically go at the store and view the product,
they feel that to go store will be helpful as it
solves their all doubts so that they will not feel
regret to buy the product. For that reason sassy
and messy it is important to provide better and
convenient services whether online or offline.
Visit the store After deciding what they want to do as to buy the
product online or to go physical store to purchase
their product. It will also allow them to experience
the services of the company, through which they
can easily make their mind to buy the product
from the particular company (Rosario and Cruz,
2019). By visiting the store customer will also
admire that their product's price met their
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expectations, and to know about the system of
the organization. If they feel that cashier at the
stores are not supportive then they can proceed
to cancel their visit to the company's website or
store. Sassy and messy firm need to provide
effective front desk services to the customer so
that it will enable them to visit store or to guide
them with proper map so they will not confuse
and found their desired products which they have
visited for.
Purchase/Buy After determining all the parameters as pricing,
services, quality of the product customer finally
proceed to buy the product which they have been
looking for. They will also allow to give the
feedbacks about the product on the company's
website. As for the sassy and messy company's
website they also provide the option to their
customer to give review about their purchased
product. In this the major role is played by the
company to improve the experience of the
customer within their product and services. As
they can proceed to ask the questions to the
customer about their journey, it will enable the
customer to feel that they are important to the
company, and might applicable for discounts over
the product on their next purchasing.
Utilize It is the phase when the customer uses the
product and give the review about the product on
the website. By using the product will enable
them to buy the product with the same company
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or to switch their choices if they do not found the
product as worth purchase. Customer also asked
thee question and suggestion about the product
from the company, if their queries solved at a
time then they feel to connected with the
particular organization (Thaha and et.al 2021).
Support When the customer feels that the product is worth
purchasing then they will proceed to share the
link of the product to their friends and family. It is
kind of effective promotion for the item of the
organization. Therefore, it is up to the sassy and
messy company to deliver the better services and
products to their customer, so they will
recommend it to others also made their mind to
purchase the product again.
Repeat purchase If the customer found that the product is reliable
so they will repeat their purchasing to buy the
product again. As they feel if the product is
qualitative and affordable then they like to share it
with their friends, and also to make them a
potential customer of the particular company.
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Digital tools
Digital tools are the major touchpoint which the consumer interacts with, it has
direct or indirect connection of the consumer with the particular brands, it does not
directly instigate by the organisation. It will enable the sassy and messy to implement
this tools where customer found the organizational business through different mode,
they particularly visit the website of the company where they found the review and
ratings about the products. In the modern era digital marketing is the essential tool
which is helpful for the sassy and messy organization to improve their customer journey
with their products and services, by delivering them a better products at affordable
prices. Social media platform are playing major role in order to promote the items of the
sassy and messy company, such applications are as follows:
Instagram:
Instagram is the essential and anticipated platform, that have been use by
millions of the people across the globe. As ads on this platform is non intrusive which is
beneficial otherwise it will annoy the target customer of the company. Engagement rate
on this platform is much higher than the other platform. For the sassy and messy they it
will be good opportunity for them to promote their item over the Instagram platform, for
every post they can proceed to add information about the particular product, that will
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Illustration 1: Customer journey map

allow them to connect with more customer. Influencer marketing is also popular in this
time, sassy and messy company will proceed to hire the model to bring their product in
front of the customer (.Desai, 2019). Instagram ad will guide the customer to visit the
company's website, it will enable the businesses to map out the overall journey of the
customer.
Brand awareness: Instagram is the good source of advertisement, through which the
Sassy and messy organization will completely able to create their brand awareness. In
the modern digital era promotion of the item is the major aspects for the company
otherwise they will not able to introduce their product to the customer. Through
influencer Sassy and messy can directly create their brand awareness, it will be
beneficial in order to develop the large customer base for their business.
Recognition: Instagram tool is effectual in terms of giving popularity to any brand, For
the sassy and messy they can proceed to post consistently and updates their content in
timely manner, that will give massive popularity to them.
Metrics:
For measuring the Instagram performance suitable criteria can taken as to check
out the engagement metrics that is engagement per followers, number of comment
received, and number of likes (Opresnik, 2021). Following other metrices are-
Website traffic: Instagram tool is more limited social site platform in order to increase
website traffic because it do not allow the clickable links for every post. As it only
provides the links in bio and for the account that must have the 10K followers. With this
sassy and messy can easily found that number of visitors to their bio link for every
touch.
Link clicks: Thus when it is identified the amount of Instagram traffic next step is to
know which specific links are clicked by the traverser. Sassy and messy can begin with
use of Instagram analytics by developing URL links so that they will know the complete
detail of the visitor.
Facebook:
Whether the business is small or big Facebook is the right platform to keep
inform the customer about the company's services. It helps to create the effective brand
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identity also beneficial to broaden the company's reach. For the sassy and messy they
need to create their web page over the Facebook platform which will allow them to
directly communicate with their potential customer and allow them to view their product
by sitting at their home (Berman, 2020). Facebook's news feed are able to diversifying
the digital marketing planning of the company by incorporating the paid social.
Customer experiences: Facebook allows the customer to give the feedback over the
particular product, through which sassy and messy company also need to provide the
real time solution to the consumer queries. This is the reason that Facebook is the
effective promotional platform for the company.
Metrics:
For the performance metrics Sassy and messy Company can check the CTR as click
through rate, Cost per click or amount of engagement which the customer interact with
the Facebook ad.
Follower demographics: It will split down the audience for organisation so that they
can easily persuade their content for them. With this data Sassy and messy company
can easily draw up the customer persona.
As for the Sassy and messy they can also proceed to use the google analytics,
Salesforce software. Google analytics will be beneficial through which the sassy and
messy will target their online visitor as well as able to evaluate their traffic flow.
Salesforce software will enable the company to manage their business with flexibility by
single phone app, it also guides the company to track their marketing and to efficiently
serve their customer.
CONCLUSION
It has been summarised from the above that customer journey will enables the
company to analyse the need of the customer. Report carries out the customer journey
map along with the touch points. Report also evaluated the use of digital tool as
Instagram and Facebook in order to promote the product and services of the
organisation at good extent.
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REFERENCES
Books and journals
Batra, M.M., 2017. Customer experience-an emerging frontier in customer service
excellence. In Competition Forum (Vol. 15, No. 1, pp. 198-207). American
Society for Competitiveness.
Berman, B., 2020. Paths to purchase: the seven steps of customer purchase journey
mapping. Rutgers Business Review. 5(1). pp.84-100.
Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific
Research and Development. 5(5). pp.196-200.
Opresnik, M.O., 2021, July. Effective Social Media Marketing Through Customer
Journey Mapping. In International Conference on Human-Computer
Interaction (pp. 461-469). Springer, Cham.
Rosario, A.M.F.T. and Cruz, R.N., 2019. Determinants of innovation in digital
marketing. Journal of Reviews on Global Economics. 8. pp.1722-1731.
Sahana, B.C. and Bhaskar, M., Business Management Practices and Social Innovation
in Digital Marketing. Sustainable Marketing, p.297.
Thaha, A.R. and et.al 2021. Digital marketing and SMEs: a systematic mapping
study. Library Philosophy and Practice (e-journal). 5113.
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