The purpose of this assignment is to experience and evaluate a real-world example of interactive marketing, specifically the onboarding process; using the tools & theories discussed in class or presented in the text
Choose one of the following options*:
1. 2. 3. 4. 5. 6.
Set up a PC Optimum account Set up a DropBox account
Sign up for a Starbucks account Set up a Spotify account
Make an Amazon purchase Sign up for UBER eats
* This
* If it’s a service like Spotify, plan to use it; if it’s a retailer like Starbucks, plan to purchase * Turn off add blockers and check your junk mail to make sure you are receiving emails
* When you set up, be sure to opt-in to receive eMails and SMS; provide your eMail & cell
phone information
* Interact with the companies – set preferences, make purchases, open eMails, read
articles/posts, click on links, provide feedback/ reviews
Follow the social media presences (Twitter, Facebook, Instagram, YouTube, Snapchat) of each
Map the major steps in the onboarding process
Map the data points that are being extracted at each step, both explicit and implicit (the
(company needs)
Map the content that you think you need at each step (the customer needs) and how you
should feel after receiving that content
Map the content you actually receive (usually eMail + web + mobile) and note the gaps
both in content substance (what you get) and tone and manner (how you feel)
Explain and evaluate the onboarding process and recommend changes.
Create programs for retention
Present your findings in deck format. Suggest the following sections
Onboarding process summary
Onboarding process deep dive including customer needs
Gap Analysis
Recommended or Ideal onboarding process
