Integrating Multi-Touchpoint Customer Journey Mapping in Pre-Launch Digital Marketing: An Extended AIDA Framework for Indonesian Skincare Brands

Abstract

This research integrates multi-touchpoint customer journey mapping in the context of pre-launch digital marketing for Indonesian skincare brands. Utilizing an adapted AIDA (Attention-Interest-Desire-Action) framework, this study identifies gaps in suboptimal digital touchpoint integration during pre-launch phases. The research objective is to map customer navigation patterns across Instagram DCM, AI chatbot, and e-commerce website touchpoints for L'Essaine brand. The descriptive qualitative research method employs digital analytics from three platforms during the pre-launch campaign period. Results demonstrate that 88% of customers utilized multi-touchpoint with three dominant patterns: Instagram-Website-Registration (42%), Instagram-Chatbot-Website-Registration (31%), and Discovery-Chatbot-Follow (27%). AI chatbot functions as an effective bridge across all AIDA stages with a 3.9% engagement rate. Pre-launch conversion achieved 63 registrations and 159 new followers. This research contributes to understanding digital touchpoint integration in Indonesian pre-launch contexts, provides practical framework for skincare startup brands, and extends AIDA model application to non-transactional endpoints such as registration and following as pre-launch success indicators.