A structured online marketing strategy based on experience is indispensable to successfully promote yourself, your products or services on the Internet.
If you simply place ads on Google, Facebook and the like, you'll quickly notice that something happens, but not what you want. Above all, it will be expensive, because in the vastness of the Internet, money can be burned faster than on a camping trip with in a campfire.
Therefore our tip: Let us advise you without obligation. Together we will create an online marketing strategy that suits you, your target group and your budget. At the same time, you will learn which principles and mechanisms of action underlie each individual advertising channel. This will gradually enable you to better assess your own marketing and make informed decisions.
We define the customer journey as the purchase decision process of a customer divided into phases, from the first point of contact, through brand and product consideration, to purchase and customer retention.
If you simply place ads on Google, Facebook and the like, you'll quickly notice that something happens, but not what you want. Above all, it will be expensive, because in the vastness of the Internet, money can be burned faster than on a camping trip with in a campfire. Therefore our tip: Let us advise you without obligation. Together we will create an online marketing strategy that suits you, your target group and your budget. At the same time, you will learn which principles and mechanisms of action underlie each individual advertising channel. This will gradually enable you to better assess your own marketing and make informed decisions.
We define the customer journey as the purchase decision process of a customer divided into phases, from the first point of contact, through brand and product consideration, to purchase and customer retention.
People in the see-phase may be interested in buying a product from your company in the future. Therefore, in this phase, you need to create a need or reinforce an existing desire. The see-phase is also particularly well suited for increasing your brand awareness.
In this phase, the potential customer is aware of a need, which is why they are thinking about buying your product. They now need more information, possibly comparison of possibilities and the trust in your company must be strengthened.
The do-phase focuses on conversion: In this phase, your target group already has a concrete intention to buy. The goal is to convince them to actually buy the product from you. Factors of your advertising but also of your website such as content, user-friendliness, loading speed, clarity, etc. ensure a smooth purchase process.
In the care phase, it's all about approaching your customers again and getting them to buy again. This also includes users who have only made a "small", so-called micro-conversion (e.g. signing up for a newsletter or filling out a contact form).
Once you are aware of the individual phases of the customer journey, the next step is to apply this knowledge to your product, your service and, of course, your target group.
Most of our cleints place the greatest value on the do-phase, because they expect quick sales and revenue increases here, the harvesting of the so-called low-hanging fruits. While this is true, it falls short in the holistic view of a sustainably successful online marketing strategy. It is also true that competition for customers can be particularly fierce in this phase, and marketing costs can be especially high. In addition, you miss the opportunity to have already successfully addressed and informed potential customers at an earlier stage and to have convinced them of your expertise and trustworthiness. Another decisive factor is the choice of channel and the content used to achieve the desired effect. While visual and pictorial approaches, for example via banners and post ads in social media or in the Google Display Network, are well suited for the initial approach, product launch and/or branding (see and think phase), text-information-dense media, i.e. your own website or partner sites (affiliates), typically unfold their effect at a later point in the customer journey (think and do phase). However, the decisive factor is always the individual case; it is not possible to make general statements.
It is also true that competition for customers can be particularly fierce in this phase, and marketing costs can be especially high. In addition, you miss the opportunity to have already successfully addressed and informed potential customers at an earlier stage and to have convinced them of your expertise and trustworthiness. Another decisive factor is the choice of channel and the content used to achieve the desired effect. While visual and pictorial approaches, for example via banners and post ads in social media or in the Google Display Network, are well suited for the initial approach, product launch and/or branding (see and think phase), text-information-dense media, i.e. your own website or partner sites (affiliates), typically unfold their effect at a later point in the customer journey (think and do phase). However, the decisive factor is always the individual case; it is not possible to make general statements.
With a large-scale banner and social media campaign, you herald the sales launch of your new mattress, via SEA and SEO you attract interested searchers to your website, and with an influencer under contract, you can reach their target group from the initial contact to the purchase (e.g. via promotion code).
Even if this is a very abbreviated marketing strategy and many important thought processes and steps are still missing, we hope to have given you a small impression of what you need to consider and how we can set up an optimal strategy for you and your project.
