The traditional marketing funnel, which went up and down and was reduced to buying, was appropriate in the past, but has become obsolete. The way customers buy and interact with brands has changed in the digital age. We see it with the travels of our customers. The 'Consumer Decision Journey' (CDJ) offered by Edelman and Colleagues, provides a practical framework for marketing to customers throughout this journey. It provides a framework to update the traditional marketing funnel. This CDJ is specific to specific industries and a good amount of research must be conducted to discover it. Let's see how to apply it to the development of a contemporary digital marketing strategy.
The CDJ has four stages. The best way to understand this is to use examples.
Purchase of a blender
I recently decided to buy a blender. When I think back to how this idea came to mind, I remember seeing a mixer at my neighbor's, Ted's. Seeing me watching his Nutribullet in his eyes, Ted tells me he's a fantastic mixer. I started the reflection phase with a single brand and I was influenced by a brand advocate who was satisfied with his product. As a defender, it was not even necessary to ask Ted, he wanted to automatically promote the product.
Still in the consideration phase, my next step was to go online and learn more about Ted's Nutribullet. I started seeing competing brands and now I had created in my mind a basket of products that I thought were similar.
I then quickly entered the evaluation phase where I found myself reading reviews on each mixer and beginning to understand the advantages and disadvantages of each type. I threw a few blenders out of my basket in my mind and added some others. I have read many reviews on Amazon and have even tried to compare them. In this case, the comparison did not work very well for me, but the reviews were critical. As soon as I read a negative about a particular model, it made me think "it can not be good!" At this point, I was mainly talking to "earned media".
Even I found myself shortly thereafter in a physical store where I found myself asking the owner of the store for advice; I was still in the evaluation stage, but I was now interacting with the owned media.
I went to the stage of buying as far as I chose a model that pleased me and started looking for sales / promotions. However, I have never finished the purchase. Although I'm sure if, I would have done, I would do a lot of research on my mixer after I bought it to reassure me to think that I have a deal and that it is better than my neighbors!
Only with market research
Thinking about the funnel in this way, you realize that each trip is industry specific. Travel insurance, for example, takes a completely different path. During a possible trip, once the customer has booked his flights, he realizes that he needs insurance. It will probably take a long time to compare and study the differences between insurance and prices. The fact is that each sector and even each customer has a unique CDJ. Only market studies can build an image in each sector to better understand and invest properly in its marketing.
Consequences for Digital Marketing
The CDJ sheds light on our marketing efforts. This makes us realize that marketing must be practiced holistically. Having a separate investment and strategy for online and offline services, or SEO versus CPP is an outdated thought. These activities can not be compartmentalized, the CDJ requires you to think about the customer-centric rather than the marketing-oriented.
When they work with the traditional model, brands tend to invest primarily on two levels: consideration and purchase. We take into account the brand, and the purchase, sales. In a CDJ model, in most industries, most marketing opportunities are at the appraisal stage and constitute "pleasure, defense, connection". This is where consumers look for and engage most actively for your brand. All you have to do is invest time and money to meet them.
It follows that the first step in the review of the CDJ is to move investments toward these stages in the funnel. I speak in general terms, because again, it can be a specific industry and market research is needed.
You can take 3 of these actions
1. Turn off prospecting on the display network
Keep the investment away from prospecting on the network. # 39; s display. Now, I'm a PPC guy, my daily bread is Google Ads, which often includes posting campaigns. I am therefore the first to admit that the truth hurts.
The prospecting display is designed to target the phase of taking into account. But most of the time, you bought something, it's probably not because of a banner that enlightened you. Take the example of the mixer, I was influenced by Ted, my neighbor. Another example is my tent purchase. I knew that I was going camping in two months and that the year before, I had borrowed a tent from a friend, so I think that the purchase of a new tent was inspired by a great experience of the tent of a friend.
The banners may have some subconscious effects on us, they probably reinforce the presence and dominance of existing brands (think of Coca-Cola and Nike), but their effects on the consideration are slight compared to the force of a defender of the mark.
This should not be & # 39; • Not confusing with remarketing and other high-level viewable audiences on the GDN and Facebook networks, many of which are effective and need to be evaluated separately. Remarketing would sit further in the funnel depending on the configuration of the audiences.
2. Notice, notice, opinion (and social proof). Invest a lot here
You can not underestimate the importance of exams today. I would dare to say that 90% of all online shoppers have read a review before buying. (I have no proof to confirm, this is my guess). It may be a review on a third party site such as Amazon, a review on the site of the brand or even a comparison site. The comparison sites fall into this category because they compare the marks against each other, allowing the differences to be reviewed.
All of this research is ongoing at the evaluation stage, it is there that the opinion is formed and you should invest. Some ideas for investing here:
Setting up a process to encourage reviews after the purchase of a consumer.Guard on negative reviews and use of monitoring tools social media. Sponsorship of ads on comparison sitesConfiguration of Google or Facebook ads show customer testimonials in them to spread social proof. This would be ideal as remarketing for someone who has already come to your site. Add reviews and comparisons of your brand with other brands, on your own site. Next, target users with Google ads that search for comparative, optimal, and relevant keywords. Try to bring them to your site where you control the message rather than a comparison site.
3. Enjoy, defend, create bonds. Invest in your own content
It is worth focusing on this scene because it is so often neglected. Many brands believe that after the purchase, there is no point in spending more money for the consumer since they have already made the sale. But you will probably find that it is at this point that the consumer engages most actively with the brand.
One of my colleagues bought a drone from DJI. After purchasing the drone, they spent more time on the DJI website reviewing all the features and functions they had prior to purchase. They also looked at other sites to make sure they were making a good purchase in order to calm their feelings of regret. It's an opportunity to provide an exceptional customer experience, which gives the consumer the feeling not only of having bought a good product, but also of receiving excellent service, which can be just as important, see more.
Investing dollars in marketing in this project The phase of improving content, support articles, support chats and promotion guides is essential and will create word of mouth marketing. Consider the difference between a media belonging to an acquired media and an acquired media and the fact that the media owned can be used much better to create powerful advocates of the brand and products, which allows to better take into account that prospecting of banners.
Let's Get Started
Gather your team and start planning your trips. What is the first thing that catches your product on the attention of your customers? After that, how do they evaluate your brand and your products to decide if it suits them. Draw these trips and then do a market research to check if your thinking is correct. Each client has a different background and you may not have taken many factors into account.
Once you have a good idea of where they start and where they spend their time, determine if your marketing efforts are aligned with this journey. Do you invest too heavily on a portion of the funnel?
We would like to know your opinion on the CDJ and find out if you think this could contribute to your own marketing strategy.
The opinions expressed in this article are those of the guest author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Mark is the co-founder of One Egg, a digital marketing agency. He has more than 10 years of experience in the fields of paid research and numerical analysis. He spoke to SMX and published several courses on Udemy.