This book is recommended for those considering the introduction of Marketing Automation (MA), or those who have introduced MA but are not achieving results.
Purpose of Customer Journey Creation in this Book
One purpose is to create a blueprint that can be directly implemented in Marketing Automation (MA) and allows for the automation of most measures. The other purpose is to create a blueprint that facilitates smooth and powerful content planning, which is the crucial final stage. This book systematically introduces how to create a customer journey that can be automatically executed by the IT tool Marketing Automation (MA), enabling the PDCA cycle.
▼ Table of Contents
Introduction
Chapter 1
What is a Customer Journey that can be Implemented in Marketing Automation?
1. The Customer Journey Aimed for in this Book
2. Marketing Blueprints and Customer Journeys Until Now
3. Perception Change
4. Perception Change and Measures
5. Perception Change and Behavior
6. To Create Powerful Content
Chapter 2
How to Create a Customer Journey 1: Overall Design
1. Overall Flow
2. Goal Setting
3. Target and Needs Setting
4. Start and Goal Setting
5. Overall Process Setting
6. Transition Metric Setting
Chapter 3
How to Create a Customer Journey 2: Measure Design
1. Method Setting
2. Content Planning
3. KPI Setting
Chapter 4
Customer Journey Creation Case Studies
1. Customer Journey for Imported Luxury Automobile
2. Customer Journey for Health Food F
3. Customer Journey for a Hot Spring Town in a Rural Area
4. Customer Journey for Business School MBA Student Recruitment
5. Customer Journey for a New Business Model Eyewear Chain Store
6. Customer Journey for Dairy Manufacturer A
Conclusion
Recommendation from Yasutaka Fukuda, Representative Director and President of Marketo Inc.
"This is a guide to 'Engagement Marketing that you can start right away,' allowing you to create scenario blueprints while looking at the case studies."
Tomokazu Ogawa
Representative of Ogawa Office. After graduating from the Department of French Literature, Faculty of Letters, The University of Tokyo, he served as Deputy Director of the Dentsu Marketing Solutions Division and Managing Director of Dentsu e-Marketing One (now Dentsu Digital) before establishing Ogawa Office. He currently serves as an advisor for Marketo Inc., Lockon Inc., the Tourism and Exchange Bureau Marketing Department of Fukushima Prefecture Government, Delight Co., Ltd. of Daishinsha Inc., and Japan Build Co., Ltd. He is also an adjunct lecturer at Aoyama Gakuin University Business School (ABS).
His previous book is "Hospitality with Marketing Automation ~ What IT Can Do for Marketing" (Crossmedia Marketing).
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