How to define your goals and tailor your strategy to the customer journey or buying cycle.
If you are looking to cover multiple channels when promoting your business, it is useful to look at the customer journey or buying cycle when defining the channels, platforms and metrics that you will use to manage your campaigns.
In order to measure the success within any of these areas it is imperative that you set relevant and impactful goals. In order to do this you need to understand each of the channel’s benefits, strengths and weaknesses.
When you carry out any digital marketing, at a high level you are either looking to increase traffic to your site, the reach of your brand or customer retention, which effectively means increasing revenue, brand awareness or nurturing existing relationships.
Below I have outlined what I believe to be the customer journey or buying cycle:
Via Russ Merz, Ph.D.