marcom lect 6

The stage of the customer journey where the buyer actively seeks information and evaluates different solutions to address their needs. They compare different options and narrow down their choices before making a final purchase decision.

The process of identifying and understanding the needs, goals, and challenges of a target customer for a specific product or service. It involves creating a profile of the ideal customer, including their demographics, interests, behaviors, and pain points.

A detailed account of the buyer's actions and interactions with a brand, product, or service throughout their journey, from initial awareness to potential purchase and beyond.

Any interaction or point of contact a customer has with a brand, product, or service, both online and offline. This includes everything from website visits and social media interactions to emails, phone calls, and in-store experiences.

The strategy of coordinating and integrating all marketing communications channels to create a seamless and consistent brand experience for customers across all touchpoints. This ensures that the message is delivered consistently, regardless of where the customer interacts with the brand.

A marketing strategy that focuses on creating a personalized and consistent experience for customers across all channels, devices, and touchpoints. It aims to create a frictionless journey for customers, where information and actions are seamlessly connected.

A marketing strategy that uses multiple channels to reach customers but with less focus on a unified experience across all channels compared to omnichannel marketing.

Involves understanding the source of a customer’s problem or pain point and how your product or service can address it. It encourages marketers to put themselves in the customer’s shoes and focus on providing solutions that align with their needs.

The stage of the customer journey where the focus shifts from acquiring new customers to building long-term relationships with existing ones.

The final stage of the customer journey, aimed at turning satisfied customers into brand advocates who actively promote and recommend the business to others.

Focusing on building strong relationships with customers by providing excellent service, personalized communication, and incentives.

Encouraging customers to actively recommend the brand to others through positive reviews, referrals, and social media sharing.

The most effective form of marketing that relies on positive word-of-mouth recommendations from satisfied customers.

A data-driven approach to personalization that uses customer information to tailor interactions, product recommendations, and marketing messages.

The process of tracking and valuing each marketing touchpoint that contributes to a desired outcome. It helps understand which marketing channels and activities are most effective.

A model that assigns 100% of the credit for a conversion to the last interaction the customer had with a brand before converting.

This model distributes credit for a conversion across all touchpoints within a specified time frame before conversion. Each touchpoint gets a portion of the credit.

This model assigns the most credit (usually 80%) to the first touchpoint in a customer's journey. The remaining credit is distributed among other touchpoints in a decreasing manner.

This model allocates credit based on the values of each interaction. Touchpoints with the highest value receive the most credit.

A marketing campaign that uses different marketing channels to reach the same audience. This can increase brand recall and engagement.

The ability of a brand to be recognized by consumers. It's how well people remember your brand.

A study which showed that campaigns using both television and Facebook achieved a 12% higher brand recall than campaigns using only one channel.

Radio advertising can boost recall for television advertising, leading to a 35% increase in brand recall when both channels are used together.

Utilizing software to manage and automate marketing campaigns across various channels like email, social media, SMS, and the web. This helps personalize and target messages to the right audience.

One major challenge in multichannel marketing is efficiently managing different communication channels and activities.

The understanding of how different marketing activities contribute to sales and conversions. It helps businesses track the effectiveness of each channel.

This refers to the complexity of the customer journey. It includes the various channels they use, their interactions with the brand, and the steps they take before making a purchase.

This refers to the situation where data is isolated within different marketing channels, making it difficult to get a holistic view of customer behavior.

The ability to understand the value and impact of different marketing initiatives, allowing for better budget allocation and optimizing future strategies.

By understanding how different channels contribute to the overall customer journey, businesses can make informed decisions about where to allocate their marketing budget.

By tracking the effectiveness of various campaigns and channels, businesses can identify what works best and focus on improving their overall marketing performance.