Facial Skincare Journey: Consumer Needs Identification to Enhance Online Marketing

Intaka Piriyakul, Shawanluck Kunathikornkit, Montree Piriyakul and Rapepun Piriyakul
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Intaka Piriyakul: Srinakharinwirot University, Thailand
Shawanluck Kunathikornkit: Srinakharinwirot University, Thailand
Montree Piriyakul: Srinakharinwirot University, Thailand
Rapepun Piriyakul: Srinakharinwirot University, Thailand

International Journal of Business Intelligence Research (IJBIR), 2022, vol. 13, issue 1, 1-19

Abstract: Consumer journey analysis led to efficient marketing implementation. A journey represents a path of steps and interaction between consumer and service units at each touchpoint. Dissatisfaction in the touchpoint, causes a negative effect to retain a customer. Previous studies always constructed the journey maps relied on the narrative approach. According to use Google, consumers always face massive websites to access, which is a pain point in the journey. Improving consumer buying, led to the research aims: identifying consumer needs, and reducing SEO pain-point using content relevance indexing. The data (social media posts from the Thai beauty communities in the year 2020) is analyzed and has found that there are two need types: curative and preventive. The study can segment the 150 websites into four groups which reduce the search space. Moreover, the significant words from the wrapping technique can use to create keywords in the homepage introduction that are matching the products to consumer needs.

Date: 2022
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