The road from the first visit in the e-store to recommending the brand to friends and family is usually long and winding. Not everyone who came to the site will be a customer, and not everyone who bought something will come back for more.
Usually, I describe how to use different tools to support digital marketing the different stages of the customer life. This time, however, I decided to analyze step by step what happens with Average Joe and Plain Jane from the first purchase impulse, to the best offer research and the purchase itself, to the loyalization and retention.
As the starting point, I used the micro-moments – those tiny sparks that motivate us to do stuff. They weren’t named before the smartphones popularization as they share an inseparable bond with high-tech and free Wi-Fi. According to Google we distinguish 4 micro-moments:
– I want to know
– I want to go
– I want to buy
– I want to do
Every time when one of these stimuli occurs, we reach for the phone and find a solution within seconds. It is often the starting point for the entire process leading to the purchase and possible bonding with a brand.
My landmarks are zero, first and second moments of truth. Those are the points in buyer’s journey when they make decisions that affect the most their further relations with the brand.
I analyzed the key factors for each of those four stages: impulse – research – purchase – retention. It’s obvious that there’s a different treatment for a person who just had researched various offers and a different one for the returning customer who is looking for a birthday gift for a child. Contrary to common beliefs, the purchasing act is not the act that crowns all marketing activities, but only closing a certain phase.
To give this creation a proper closure, I proposed some tools available on the marketing automation platform that are useful on particular listed and described stages.
Are you ready for the adventure? Let’s go down this road together!
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