PUB 355W Lecture Notes - Lecture 2: Inbound Marketing, Buzzfeed, Community Building
5 Mar 2019
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Document Summary
A customer journey map is a visual representation of every experience your customers have with you. Problem identification: we need to do something. solution exploration: what are the options? requirements: what kind of experience do we want? selection: Validation: we think we know the right answer, but we need to be sure. Come into agreement: we need to get everyone on board. Micro moments are those small tasks along the customer journey. I-want-to-know moments: curiosity can be triggered by anything and satisfied at any time. I-want-to-go moments: our digital lives connect us to our physical world. I-want-to-do moments: we seek instruction for just about everything. Mql (marketing-qualified lead): a lead who has been deemed more likely to become a customer compared to other leads. Inbound marketing is earning attention organically: seo & ppc: responsible for 80% of clicks on the web, other inbound tools, opt-in email list, ebooks, whitepapers, case studies, sponsoring events.
