Mapping Consumer Digital Journey


In 1750words. The assignment control no more than 8pages. Otherwise won’t be mark.
Mapping Consumer Digital Journey (worth 30% of the unit mark)
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 English language) 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 – a. General introduction about the product or service, its nature, and targeted customers of the firm.  b. 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.  c. 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).    d. 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.    Please DO NOT select the same brand or company that you will select for AdWords Group Project. The length of the assessment should not be more than 8 pages (12 font; 1 inch margin in all side) excluding the cover page, table of contents, references and appendices. Your write up beyond the first 8 pages will NOT be marked. You are required to submit the assessment through blackboard. The submitted assignment will be Curtin Business School (CBS)  School of Marketing MKTG3003 Internet Marketing  Bentley Campus 19 Jul 2016 School of Marketing, Curtin Business School (CBS) Page: 6 of 13 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS transferred to Turnitin automatically for plagiarism monitoring. Students will not be able to see the Turnitin report; and, first time submission of the students will be considered as final submission. Penalties will be applied for late submission.


Target Australia is the brand chosen to analyze the consumer mapping journey as the company offers online services to its customers. Target is the largest retail store in Australia based on the number outlets they operate. The company has more than 300 outlet stores spread across Australia with the headquarters based in North Geelong, Victoria (Target Australia 2016). The company specializes in selling of clothing, toys, electronics, home wares and cosmetics. Since its conception in 1926, the company has invested heavily on continuous innovation ensuring that the company stays ahead of the competition (Target Australia 2016). The brand has seized the opportunity brought by the internet by allowing customers to purchase their products online. Target does not only allow customers to use their website for purchases but also delivers the products to the customers at an affordable fee. Customers are also able to buy goods from Target through the company’s app which is free to download. This has seen about 25% of the company’s revenues coming from online sales.