Reflections on Phase Linkages in the Context of the User Journey

Campaign phases are often built based on the user journey, but phase linkages are not frequently considered. This reflection essay discusses the author's views on phase linkages in the user journey. Based on class lectures and the author's own research for the VinFast VF5 communication plan in the last assignment of the course Communication Strategy and Planning, the author discovered that when building a campaign's execution, it is important to first note down the proposed tactics and arrange them into phases according to the user journey, then try to draw linkages between the tactics to see which are effective, necessary and which can be forgone. The essay concludes with a plan to apply this key insight to the author's family business's communication plan.