Facial Skincare Journey: Consumer Needs Identification to Enhance Online Marketing

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 journey maps that relied on the narrative approach. According to Google, consumers always face massive websites, 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) are analyzed and the authors have found that there are two need types: curative and preventive. The study can segment the 150 websites into four groups, which reduces the search space. Moreover, the significant words from the wrapping technique can be used to create keywords in the homepage introduction that match the products to consumer needs. © 2022 IGI Global. All rights reserved.