Your aim is to fill in examples of needs or pain points at each of those stages. And then, the relevant online and offline touchpoint that consumers use at each stage.
From a practical point of view, this is usually done as a marketing and agency team at a workshop with a skilled facilitator.
The journey map is normally printed off in large-scale format (as large as possible). You use Post-its to place and capture the information. You work methodically from the start of the journey to the end.
Journey map examples
Let’s look at a quick example and imagine we are in the car market.
Spark my interest
“Spark my interest” might be when consumers have had their current car for a number of years. But now, they feel they need to replace or upgrade it.
So the need or pain point could be that they are worried about the reliability of their current car. Or that it no longer performs as well as it did when they first got it. It could be too big, too small, too fast or too slow.
The touchpoint that might then trigger these thoughts could be traditional or digital advertising. Or it could be an email or direct mail if they are part of your CRM database. But it could also be search terms like “X car reliability” or “best new car”.
Find out more
“Find out more” could then be related to the specific needs they have in a new car. Is it reliability question for example? Does the size and speed of the car matter? What about price and fuel efficiency?
The touchpoint for these types of pain points would be much more likely to be search and websites. But they could be both manufacturer websites and car review sites. And they could also involve friends and family recommendations.
You can see as you start to work through each step, you will end up with a list of different needs, pain points and touchpoint at each stage.
The journey map then becomes a visual representation of the customers journey through different touchpoints. Where possible, you should use the digital data sources you mentioned in stage 1 to quantify with facts. This quantification will help you when you start to prioritise.