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Assess audience customer journeys

Learn three alternative techniques for creating customer journey maps

Module purpose

Customer journey maps can help bring personas to life and ‘operationalize’ them by making them more applicable to improving content marketing and communications.

This module provides three different high-level techniques for visualizing customer journeys. These are also available in our Customer persona guide and template.

We also have a companion module ‘Improve customer journeys’ in our Digital Experience learning path which provides examples for testing website customer journeys.

Module structure

  • Objectives
  • Why are customer journey mapping techniques important?
  • Content mapping techniques
  • Technique 1: Marketplace mapping
  • Technique 2: Customer journey mapping
  • Technique 3: Detailed content mapping Test your understanding Summary

Learning objectives

  • Develop a marketplace map summarizing the types of media and websites that can be used to reach and influence a persona
  • Define a simple customer journey map relating stages in the buying process to media channels and content consumption
  • Produce a content to communications map that relates relevant content to communication goals

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This module is in the RACE Practical Digital Strategy Learning Path

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Starter members get full access to this and 8 other Learning Paths.

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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