Includes: PR, SEO, SEM, Video, Programmatic, GeoTargeted Mobile, and Social Advertising
The first step in the customer journey is to explore and discover. Brands must ensure that they are implementing the best visibility methods needed for customer discovery. Campaign development is one way of doing this. Creating a successful campaign involves having a clear understanding of who your target audience is, picking the right media channels, having a consistent look for content to be adaptable, and making sure your marketing teams are in sync.
A huge part of marketing today is search engine optimization (SEO) and sophisticated programmatic and geo-targeted media buying. With technology becoming more and more advanced, customers are using digital media to find exactly what they need. It’s important to go deep into the technical side of things to guide customers to your brand, and that’s where advanced media buying comes in. Today’s media has an end-goal of promoting better conversion rates and overall sales for a brand.
Public Relations is another implementer in customer discovery. A brand’s reputation is arguably the most important aspect in capturing prospects. Having a successful PR strategy can ensure that customers are more likely to purchase something from your brand and not move on to one of your competitors.
Includes: Landing Pages, Promotions, Social Media, Email and Direct-Response Advertising
The next step of the journey is grabbing your consumer’s attention and motivating them to engage with your brand. Social Media and Mobile optimization is strategically implemented to influence your ideal consumer based on their interests and deeply rooted needs.
Activation works best when you have created an irresistible offer with clear outcomes and measurable results. Your ideal customers will engage with you when your brands are authentic, transparent and meaningful. This activation phase is about getting beyond discovery and influencing behaviors that lead to transactions.
Includes: eCommerce, Mobile Commerce, In-Store Beacons, Point of Sale, Discounts, and Special Offers
The transact phase of the customer journey involves the process of purchasing a product or service. This includes aspects of eCommerce, mobile commerce and physical retail activation. This is your digital path to purchase. How do consumers ultimately transact with your company? As technology moves toward end-to-end tracking and measurement, it’s becoming easier to directly tie your marketing efforts to the transaction processing; thereby making your marketing accountable and more predictable.
Creating an omni-channel strategy ensures that your customer will consistently experience your brand and ensures brand dominance when implemented with proper reach and frequency.
Lastly, the purchase phase includes the notion that a brand or company is a thought leader. It is the solidification that you are an expert or authority within your industry. This happens when companies are not “fast followers”, but rather see opportunities that will disrupt the status quo.
Includes: Word of Mouth, Online Reviews, Social Media, and Viral Marketing
The last phase of the customer journey involves advocacy and influencers on a product or service. The two things are not synonymous, as experts make the distinction by asserting that advocacy is motivated by the depth of conviction and influencers are less committed to the product or brand.
It’s important to cater to both by first working on current customers who are loyal to your brand, and then converting newer customers. One way to achieve this is by utilizing social proof. Activating the voices of happy customers ensures that their word is reached out to friends and others who may not be aware of your offerings.
Gamification is a process that comes into play here as well. Gamification is a fun approach to an otherwise serious array of marketing methods. Companies implement fun ways to get customers to participate and compete with others to gain benefits and rewards. One example of this is an eCommerce company offering items for low prices that eventually rise throughout the day, creating a sense of urgency for customers to buy.