Do you understand the information needs of your potential customers, and do you support them in all phases of the purchase decision process? Plan the optimal customer journey for your customers and make your online marketing activities more effective!
Our purchase decision process analysis is based on a four-phase model: In the “awareness phase”, the user is sensitised to the topic; for example, generic SEA campaigns and display banners are used here. Print and TV campaigns can also be effective. In the two following phases, the potential customer explores alternatives and subsequently begins to limit them again. The “intent to purchase phase”, which is currently the most hotly contested based on “last cookie wins compensation”, serves to prepare for concluding the sale.
The question: “How do SEA and display interact?” is simply invalid since the respective alignment of the channels is not taken into account here.
The question has to be phrased in greater detail: “Do my generic SEA campaign and the views of my display awareness campaign support the performance of my SEA brand campaign - and which does it better?”
Several prerequisites must be met in order to answer such detailed questions:
- Structuring and breakdown of ALL online marketing activities according to their intended results
- Flexible assignment of campaigns to the phases of the purchase decision
- Tracking all multi-channel touch points (clicks and views along the customer journey)
- A powerful tool to analyse the accumulated mass data - the ActionAllocator
- Does your campaign structure actually support all phases of the purchase decision process for your customers?
- Are your campaigns actually effective where you planned for them to be?
- What is the effect of view-based marketing campaigns such as banners on other click-based activities?
- Where do the customer journeys begin?
- Where do I spend new money in my online marketing budget most effectively?
Offer optimum support to your customers in their purchase decision!