In content marketing, defining the Buyer Persona is one of the first steps done before starting a content marketing plan.

The buyer persona is expected to follow different paths under their buying decision.

The objectives in content marketing is to attract the potential leads, that eventually would be nurtured and converted to customers.

Overall, this concept is called the customer journey.

One relevant concept that is mentioned in the following thesis written by Victoria Mendoza is the empathy journey.

Key concept that I think it takes importance to also have into consideration while analysing the customer journey, since it also adds what the user might be thinking and feeling on his journey.

I met Victoria at Hochschule Heilbronn. She started the Master in International Business & Intercultural Management two years after me.

Personal traits I could say about Victoria are that she is self-determined, charismatic and creative.

Victoria has gained international experiences as exchange student at Guangdong University of Foreign Studies in China, as  ambassador at World Business Dialogue, and with her recent enrollment at Hochschule Heilbronn, where she wrote her thesis about Digital Customer Journey in Logistics Platform.

Here I share with you some parts of her thesis work.

Read more about Digital Customer Experience in Logistics Platforms.