Inclass work Session 5 : Customer Purchase Path

Rafika KLAA

Chloe TRUMET

What are the digital touchpoints :

Explore how marketing channels for large businesses in the food and drink industry in France

- Social : Yelp, La Fourchette, Facebook, Youtube,

-  Referral : Word of Mouth Marketing, Brand related conversations. When people talk about products and services.

- Generic paid search : It is a way for companies to be on top in internet search by only looking for a product without mentioning the brand. (PPC)


- Display click : It is an advertising that is displayed through clicks.

- Email : Companies target specific customers according to their wants and needs through emails. They use the information according to the clients responses (Frequency : Daily, weekly, monthly...)

- Brand paid search : It is a way for brands to be on top in internet search, and they pay only if a user clicks on their link (Pay-per-click).

- Organic search : It is a free listing appearing in google search because it is relevant to the terms we are looking for.

- Direct : Ready for purchase  

If we change the criteria of marketing channel, business and country, it changes the progress in the scheme. We used Medium Channel, Hobbies and leisure business and Germany as the country.