There are 3 basic moments in a customers journey in digital marketing that will impact your bottom line. What are you doing to reach customers at this phase?
1.) Awareness or otherwise called “Moment of Truth”
These 3 basic points have separate strategies that engage a customer in their purchase behavior. Within the awareness phase, you build “trust” with a customer by becoming a resource to their needs. With decision making, you create an experience that is easy and flawless for the customer to buy your product or service. lastly, building customer retention with loyalty by building a platform to create the opportunity to upsell and become loyal to your brand.
Now more than any time in this world we are rapidly moving through phases that can get a customer to a purchase in less time with the use of smart platforms and artificial intelligence. The future seems to lean towards creating an experience that matches your preferences to help speed up a customers decision-making process. Google since 2004 has done this with their logged in customers using “personalized Search” based on a person’s behavior and use of their products like Gmail, google maps and others.
Mobile is the new marketing ground in which is also being taken over by voice search. Both mobile and voice dominate in traffic and search and has become a new evolution that targets the simple ways a customer can interact with a brand, product or service. Simple optimization techniques like optimizing the mobile experience on a brand or e-commerce sites website can mean a huge boost in ROI for a company.
There are many ways to impact any of these phases. These 3 customer behavior moments helps in better understanding of the platforms and strategies you need to invest time and money for ROI. They may sound basic but many companies miss the boat or have never engaged in any of these opportunities.
Let’s break it down simply to understand the correlation with digital marketing
Awareness Ideas – Blogs, Video marketing like Youtube, Social, Podcast, PR
Decision – Paid Ads, Remarketing, & Local SEO
Loyalty – Email Marketing, APP development
There are clear factors in which many CEO’s & CMO’s have expressed as an issue in any of the ideas above. That issue is “time” & “resources” both in which I consider excuses. Expanding each phase into the responsibility of a person that can only do that as “part of” their job can create an opportunity for you to start in the right foot. You can also higher low-cost segmented campaigns with companies like Freelancer and The HOTH.
What are you doing to impact your customers in these moments?