Digital Marketing & Metrics
Lecture 1: Digital Marketing and Customer Journey
Digital marketing: adaptive and technology-enabled PROCESS by which firms collaborate with
customers and partners to create, communicate, deliver and sustain value for all stakeholders.
The impact of digital technologies is reflected in:
- More information channels and ways to interact
- More personalization of advertising
- Changing buying patterns and consumer needs
- The rise of digital platforms
- Increasing competition
- Increasing marketing expenditures and need for accountability
--> Good metrics inform good management
Customer journey: it has become increasingly complex for firms to manage the customers’
experience and journeys.
--> In a customer journey analysis, firms focus on how customers interact with multiple touch
points, moving from consideration, search, and purchase to post-purchase, consumption, and
future engagement or repurchase
Customer journey framework (Lemon & Verhoef, 2015)
,Customer journey exercise: Think about a purchase you made (e.g., electronic device,
jacket, video game etc.) and map out your customer journey, identifying different types
of touch points.
Can you give examples of:
- Brand-owned touch points?
- Social/external touch points?
Touchpoints and channels (Herhausen et al., 2019)
Touchpoints – alternative classifications
- Owned = brand itself, channel you can control
- Paid = ads, paid by brand but brand cannot control (doesn’t own google, but pay
to be the first in the search list)
- Earned = from other people
Consumer going from FIC to CIC indicates progress in their purchase decision process
(Anderl et al, 2016). WHY?
The zero moment of truth (Zmoth)
,Zero moments: moments in between seeing a marketing stimulus and going to the
store/point of sale (usually to get more information, look for discounts, compare brands
etc)
Touchpoints
- When moving through the customer journey to purchase, customers use and
are exposed to multiple touch points; each of these has direct and more
indirect effects on purchase and other customer behaviors
- It is important to identity critical touch points (‘moments of truth’) throughout
the customer journey that have the most significant influence on key
customer journey
- The effect of an individual touch point may depend on when it occurs in the
overall customer journey, on the type of consumer, on the type of product
(e.g., hedonic or utilitarian) etc
Customer journeys --> paper focus: Herhausen et al. (2019)
Herhausen et al. (2019) objectives
- Identify customer segments based on the touchpoints used in the customer
journeys
- Understand how the increasing importance of mobile devices affects these
customer segments
- Understand the relationships between product satisfaction, journey
satisfaction, customer inspiration, and customer loyalty vary across the
different customer journey segments
, Number of touchpoints across segments (Herhausen et al., 2019)
Lecture 1: Digital Marketing and Customer Journey
Digital marketing: adaptive and technology-enabled PROCESS by which firms collaborate with
customers and partners to create, communicate, deliver and sustain value for all stakeholders.
The impact of digital technologies is reflected in:
- More information channels and ways to interact
- More personalization of advertising
- Changing buying patterns and consumer needs
- The rise of digital platforms
- Increasing competition
- Increasing marketing expenditures and need for accountability
--> Good metrics inform good management
Customer journey: it has become increasingly complex for firms to manage the customers’
experience and journeys.
--> In a customer journey analysis, firms focus on how customers interact with multiple touch
points, moving from consideration, search, and purchase to post-purchase, consumption, and
future engagement or repurchase
Customer journey framework (Lemon & Verhoef, 2015)
,Customer journey exercise: Think about a purchase you made (e.g., electronic device,
jacket, video game etc.) and map out your customer journey, identifying different types
of touch points.
Can you give examples of:
- Brand-owned touch points?
- Social/external touch points?
Touchpoints and channels (Herhausen et al., 2019)
Touchpoints – alternative classifications
- Owned = brand itself, channel you can control
- Paid = ads, paid by brand but brand cannot control (doesn’t own google, but pay
to be the first in the search list)
- Earned = from other people
Consumer going from FIC to CIC indicates progress in their purchase decision process
(Anderl et al, 2016). WHY?
The zero moment of truth (Zmoth)
,Zero moments: moments in between seeing a marketing stimulus and going to the
store/point of sale (usually to get more information, look for discounts, compare brands
etc)
Touchpoints
- When moving through the customer journey to purchase, customers use and
are exposed to multiple touch points; each of these has direct and more
indirect effects on purchase and other customer behaviors
- It is important to identity critical touch points (‘moments of truth’) throughout
the customer journey that have the most significant influence on key
customer journey
- The effect of an individual touch point may depend on when it occurs in the
overall customer journey, on the type of consumer, on the type of product
(e.g., hedonic or utilitarian) etc
Customer journeys --> paper focus: Herhausen et al. (2019)
Herhausen et al. (2019) objectives
- Identify customer segments based on the touchpoints used in the customer
journeys
- Understand how the increasing importance of mobile devices affects these
customer segments
- Understand the relationships between product satisfaction, journey
satisfaction, customer inspiration, and customer loyalty vary across the
different customer journey segments
, Number of touchpoints across segments (Herhausen et al., 2019)
