The customer journey applied to content marketing strategy

: case study : electronic retail : large appliances

Abstract

The customer journey is the process that a customer goes through when researching and purchasing a product or service. For a content marketing strategy to be effective it is important to understand the specificities associated with each phase. The present study aims to provide managers, retailers and marketers relevant insights on content marketing strategy and customer journey, by understanding the processes and preferences during three principal stages of a purchase: pre-purchase, purchase and post-purchase. I started by doing a literature review with concepts inside the scope of customer journey and content marketing. After, a case study was made, focusing on the retail of electronics and large appliances, analyzing this retail in Portugal and its biggest players. Also, to answer the research questions in this dissertation, it has been done a quantitative exploratory analysis of data gathered through an online questionnaire made to customers of large appliances. The data suggest a strong preference for online research but offline purchase. It was also possible to outline the content formats and channels preferred by customers at each stage of the customer journey, as well as clarifying the type of information desired.

Date of Award	9 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)