The activity involves identifying and mapping a brand's buyer persona$($s$)$ across their online buying journey. Here's a summary of the key points:

Overview

Objective: Collaborate in groups to identify a brand's buyer persona$($s$)$ and map their journey across the online buying process.

Tasks:

Select a brand with an established online presence.

Identify the brand$$s buyer persona$($s$)$ and prioritize them if there are multiple.

Identify the online resources$/$touchpoints for each buyer persona.

Choose one persona to focus on$,$ specify their needs$/$problems$,$ and walk them through their online buyer$$s journey.

Suggest a digital marketing channel and device for the persona and propose marketing objectives, messages, tones, and types for each stage of the journey.

Word Count: $650\backslash$pm $10\%$