Objective: a) Understand customer needs b) Identify gaps and short-term corrections leveraging data from S1 c) Define and develop high impact programs (repeatable and scalable) that will address customer needs
- Segmentation & personas – define core target audiences and needs
- Who are our top 3-5 buyer personas
- Conduct internal and external research (qualitative) to gather motivations and aspirations
- User journey mapping (e.g. Appendix 2) – identify high impact touchpoints that contribute to conversions and revenue (via workshops with internal stakeholders)
- Content review & strategy – Do we have the right content at the different funnel stages to address customer needs? Where are the lifestyle stories?
- Consolidated Reporting framework – single dashboard for holistic reporting across channels so that we can track progress for current and future campaigns/programs
- Build stand-alone programs (aligned to a thematic editorial calendar) to address the main customer funnel phases (awareness, consideration, conversion, retention) e.g. always on search, email nurture, mobile app
Outcome: Customer user journey map and end-to-end engagement plan across all channels