代写 科廷 Internet Marketing 350 assignment
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代写 科廷 Internet Marketing 350 assignment
}Internet Marketing 350
}Assignment 3
}Mapping Consumer Digital Journey (30%)
}Due Week 12
}
}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 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
üSection 1 : General introduction about the product or service, its nature, and targeted customers of the firm.
ü
üSection 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.
}
}Section 3 : Critically discuss how the brand or firm uses a different e-marketing channels or tools 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).
}
}
}Section 4 : Recommend if there are other useful e-marketing tools that the brand or firm could use to make your online purchase journey more rewarding. Discuss with examples how these tools could facilitate your journey further. Your recommendation could be based on other competitor firms' practices within the industry.
}
}
}DO NOT select the same brand or firm that your have chosen for other assessments (i.e. AdWords group project and emarketing plan) of the unit.
}The length of the assessment should not be more than 8 pages (12 font; 1 inch margin in all side) excluding cover page, references and appendices.
}You are required to submit the assessment through blackboard. The submitted assignment will be transferred to Turnitin automatically for plagiarism monitoring.
}Late penalties will be applied if any student is late in submitting the assignment.
}
}How to develop the map?
}Step by Step Process of Digital Mapping Journey
}Step 1 : Identify Touch Points
Assess the various touch points a customer has with the business from :
§Customer Services points of view
§eCommerce
§Fulfillment
§Trouble Shooting
Look at the core purchase channels
代写 科廷 Internet Marketing 350 assignment
}
}Expand the assessment into the indirect contacts via social sites, word of mouth, customer review and forum in order to build a complete picture of various touch points
}These could includes :
}Marketing Channel (email, postal, telephone, facebook, blogs)
}Order Fulfillment (deliver, payment, return)
}Research Channel (website, consumer forums)
}Step 2 – Identify the journey
}Identify the customer purchase activities, it can be in the form of consumer decision making process (CDMP)
}Step 3 : Mapping the journey
}Create a simple tables to map out the journey and each touch points used in the process
}Draw the steps of the journey and for every step, list down both offline and online touch points (as many as you can identify from your research)
}Example :
}Example :
}Notes
}Complete the exercise from the customer’s view point, not how the company expect them to use their process/system
}Keep it simple, the idea is to provide context and understanding to help identify areas for improvement or influence in the customer’s journey
}
}
代写 科廷 Internet Marketing 350 assignment
