The Digital Age!
It is changing the playing field for all marketers. I feel like I cannot even start my blog without mentioning its significance. While the phrase may be overused, we cannot ignore it, especially if you are in marketing. Buyers are being bombarded with ads at every step and their attention span is reduced from minutes to seconds. Advertisers now have many options in how they get their message out and how they select the right medium.
We will take a look at three models that have been introduced to define buyer’s journey and how marketers can use each step to build and optimize campaigns.
Moment of Truth Model
A few decades ago buyer’s journey could be defined in three simple steps. The moment of truth model was a very successful model coined by Procter & Gamble in 2005
Stimulus – People went to the store to decide on which product to buy.
First moment of truth – They interact with the products and are influenced by several factors like shelf placement, details on the label etc.
Second moment of truth – Buying and experiencing the product and eventually being loyal to it.
The traditional methods include advertising to create the awareness of your brand and the placement of your product in the distribution channel. This required a lot of PR activities with the advertisement channels and a lot of the marketing strategies were done offline.
Zero Model of Truth
In 2011 Google coined a new term Zero model of truth + Customer Decision Journey. This is the era where technology played a massive role in how people’s buying behavior changed. Online stores and smart phones made it easier for consumers to research before buying.
This movement led to marketers creating a lot of contents with information on their products and the advertising platforms were slowly shifting to online. This doesn’t mean offline marketing hasn’t been important. But the best part about online marketing is that you can collect a lot of data which can result in shaping your marketing campaigns. Now, collecting data is not enough, you need resources to convert these data into actual reports that you can use. Even the data you collect and how you collect them is going to be important. You need tools that collects key information on what triggers interest in your customers so you can create awareness campaigns. Once your prospect is ready to buy, you need to send them information on why they should choose you from your competitors. This makes it very essential to know which stage of the buyer’s journey your visitors are. Getting the right message at the right time and through the right medium makes all the difference in turning your prospect to a customer.
The Buyer’s Journey Loop
Today’s fast paced world demands instant gratification and marketers have used tactics that preys on impulsive buying. But the access to information has also given clarity to buyers on what they want and where to get it. People themselves have become an advocate for products that they use and share every good or bad experience they have. The buying journey had extended to loyalty programs and sustainable advertising is on the rise. To stay on top of things and not lose out on this opportunity you need to collect data on how your customers are engaging with you. Get insight on your customer journey after the sale has happened and follow on your customer’s interest.
A marketer’s job now revolves around getting buyers into a journey and also get them back when they sway from it. If technology has been the ingredient that created these concepts then technology is the answer to navigating through these journeys.
In 2009 McKinsey described these touchpoints and each of them has a unique marketing strategy. Identifying these touchpoints in customer journey helps you create 1-to-1 relationships. Using the correct medium also increases its impact.
Marketing Cloud journey builder is one such tool that helps you maximize your marketing goals. It creates a seamless customer experiences across every touchpoint including email, mobile, advertising, the web, direct mails, sales, commerce, and service.
Marketing Cloud Journey Builder
Considering all of these journeys, timing and mediums, it does seem like a lot of work and marketing automation is the answer. There are many tools available for marketing automation and Marketing Cloud is one such tool. Marketing cloud has a lot of features for your automation process such as the journey builder. Journey builder It allows you to connect the entire experience,
- adapt with each customer and discover distributed marketing,
- align your message across every marketing channel, and
- use journey mapping to visualize customer journey
All designed to help you identify what strategies you need to implement.
How Cloud Industry can help!
Cloud Industry are a platinum partner of Salesforce. Having implemented many Marketing Cloud installations. With staff that not only understand the technology, but are also marketers, this helps Cloud Industry understand what you are trying to achieve and how technology can help you.
When you decide to invest in a tool you also need to make sure it functions properly. Having a partner to implement these technology gets you maximum benefit and helps you connect with your customer better. Before using any tools, you need to design the architecture of how to use it, who is going to be the user, what kind of reports you need. Cloud Industry can help you build your marketing automation journey using the best tools out there.
So get started with your marketing automation journey here.