You are a newly installed Marketing Manager in an organization that has previously used traditional marketing techniques, but is not as familiar with digital marketing channels and concepts. Since you are responsible for understanding your organization's digital marketing environment when developing the digital marketing strategy, you begin by outlining the micro-environment in which it operates. You remember from your marketing class in college how important it is to recognize your consumer's interactions, choices, and characteristics in the digital environment, and decide to develop a journey map. Your boss is unfamiliar with journey mapping and asks you to help him understand what a journey map is and why you should spend your time developing one.

Be sure to include the following in your presentation to your boss (although this list is not exhaustive):

1) What is a journey map?

2) Why is a journey map important?

3) What is included in a journey map?

4) How do you go about developing a journey map?