Step 1: Analysis and Objectives

Alexander Schwarz-Musch (), Alexander Tauchhammer () and Bernhard Guetz ()
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Alexander Schwarz-Musch: Fachhochschule Kärnten Villach
Alexander Tauchhammer: Fachhochschule Kärnten Villach
Bernhard Guetz: Fachhochschule Kärnten Villach

Chapter Chapter 2 in Quick Guide Digital Marketing Roadmap, 2026, pp 17-39 from Springer

Abstract: Abstract This chapter explains how to develop buyer personas, how to analyze customer journeys, and how to define stage-specific objectives for each stage of the customer journey, enabling you to assess the success of your digital communication measures.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-50823-4_2

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DOI: 10.1007/978-3-658-50823-4_2

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