My name is Kennedy Collins; I self-identify as a product manager with a background in design and marketing. Lately, I’ve been doing a bit of marketing consulting, and the maps I want to discuss are related to that work. I was working on the digital presence for a shoe company, and so I started out by creating a very simple map with the shoe company user’s customer journey at the top:
That revealed a few things to us (mostly about how they were treating their website & ecom platform vs. how evolved those components are in the market), but I also though it would be useful to map the company’s needs:
This is where things started to get a little confusing for me — I was pretty sure I had created a solid map showing the shoe company’s need to move people through the marketing funnel (by the component “prospects” and combining that with the activity of “purchasing” to create “customers”, etc.) but a lot of those components/activities seemed similar or the same to the ones represented on the user focused map. I created a combined map to explore the similarities:
The problem was that they were showing up at significantly different places on each map. For I while, I was convinced that I had done something wrong, but now I’m not so sure. Instead,
I think that the differences are fine; the components just look different from different perspectives/with different anchors, the same way that a geographic map with east up and a map with north up are representing the same thing, even though they look different. Purchasing, comparing, and discovering shoes are well understood costs of doing business for the shoe company, even though those same activities are increasingly novel and poorly understood to the shoe buyer.
What do y’all think? Did I goof up mapping marketing somehow, or is my interpretation correct? I’d love any thoughts or insight you might have.