Module 2: Understanding the Digital Consumer
LICENSE
Understanding the Digital Consumer by Pierre-Yann Dolbec is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.
Chapter 2: Understanding the Digital Consumer
Overview In this chapter, we discuss how digitalization is transforming the journey of consumers...
Understanding Consumers Through Personas
There are two broad approaches to conducting marketing: mass marketing (i.e., an undifferentiated...
Rethinking the Consumer Journey
A consumer journey is the trajectory of experiences through which a consumer goes: from not knowi...
Understanding Consumer Journeys
Our understanding of consumer journeys has greatly evolved over the last two decades, and there e...
Zero Moment of Truth
In an example of great content marketing for themselves (i.e., this concept helps sell Google pro...
Journey Mapping
Now that we have the vocabulary for these concepts, it’s time to turn our attention to using them...
Exercises
How to Use a Persona Let’s take as an example the following persona, “RV Betty”: ...