Module 3 : The Digital Customer Journey
Digital Marketing and Analytics
www.emeritus.org
What we will be covering today
1. Success criteria for connecting with customers
2. 6 bases of customer segmentation
3. Success criteria of customer segmentation
4. Customer insights are essential to plot the right journey
5. Making the brand relatable to the customer
6. Create a persona to represent the ideal target customer
7. The Coke Coca challenge
8. Segmentation Bases in B2B markets
9. Is the JTBD complex or simple?
10. What do you think are the key benefits of STP?
11. Positioning – The Seat example
12. Being where the customer is at every touchpoint
13. Micromoments - Being there in the moment
14. Growth hacking to reduce churn
Success criteria for connecting with customers
Last week we explored Now let’s explore their
the topic of customers decision-making journey
in the digital world
6 bases of customer segmentation
• 1. GEOGRAPHIC
• Regions • 2. BEHAVIOUR
• Population Density • Usage Rate
• City Size • Brand Loyalty
• Climate • 3. SITUATIONAL • Occasions
• Location: Rural/Urban • Urgency • Frequency
• Access to products/services • Channel preferences
• Need state
• 4. PSYCHOGRAPHIC
• Interests • 6. DEMOGRAPHIC
• Opinions • Gender
• 5. BENEFITS
• Personality • Age
• Needs
• Self Image • Nationality
• Wants
• Activities • Income
• Motivations
• Values • Social Class
• Convivence
• Attitudes • Family Size
• Value
• Home Ownership
• Self Esteem
• Ethnicity
• Safety
Success criteria of customer segmentation
Measurable
Reachable
Different
Worth it! Substantial
Lasting
Customer insights are essential to plot the right journey
First, we need to
understand the
customer problem
and the job to be
done
The JTBD
Functional jobs
Emotional jobs
Social jobs
Physical jobs
Making the brand relatable to the customer
Target segment
• High net worth individuals
• Luxury seekers
• Business and pleasure
• Frequent travellers
Target segment
• Budget seekers
• Holiday makers
• Family annual break
Create a persona to represent the ideal target
customer
Jack Lad
They must be
• Relatable
• Aspirational
• Based on data
Segmentation Bases in B2B markets
e.g. No. of
Firmographics employees $
revenue; age
Operating e.g. Economic
variables stability
Purchasing e.g. protocols;
behaviours freedoms
Situational e.g. competitive
factors intensity
Personal e.g. profiles of key
characteristics personnel
Is the JTBD complex or simple?
Risk
▪ New potentials
▪ Repeat returners
▪ Lapsed and lost
▪ Lifetime loyals
▪ Hostages
What do you think are the key benefits of STP?
Cost
Emotional efficiency
engagement
Increased Data
brand loyalty integrity
Informing
the entire Competitive
strategy advantage
Greater
profitability
Being where the customer is at every touchpoint
Customers
Awareness of a Awareness of Interest in Need turns to Desire turns
turn into
need or want the solutions a brand desire into purchase
advocates
Being there in the moment
• Be there
• Be useful
• Be quick
Growth hacking
Breaking down barriers and brick walls to recruit and retain more
new customers 1
2
4 3
The 4 battlegrounds of customer decision-making
USEFUL WEBSITES
Developing the customer persona:
https://blog.hubspot.com/marketing/buyer-persona-research
https://www.smartinsights.com/guides/customer-persona-guide-and-
template/
https://blog.hootsuite.com/buyer-persona/
Gathering and analysing customer data
https://tweetdeck.twitter.com/ (Social listening)
https://answerthepublic.com/ (Audience research)
https://marketingplatform.google.com/intl/en_uk/about/analytics/ (Google
Analytics)
Reaching and Engaging
the Customer
Soham Bhagnari
Wednesday, 15th June
8.30 pm IST
www.emeritus.org
