You’re no doubt familiar with the stages of the marketing funnel, so let’s discuss how it’s evolved.
One of the main discussion points in recent years has been the shortening of the funnel—advancements in technology and the rise in social media and other platforms as marketing tools have made going from awareness to conversion happen in a matter of seconds and clicks—but there’s another piece that is discussed much less.
While the stages of the funnel are the focus, what is often overlooked in the context of the customer during those stages. Not all customers in the consideration stage are behaving in the same way, and in turn, should not be engaged with the same content in the same channels.
To help identify what is happening at the moment as the consumer is in each stage, we’ve defined three contextual categories in which customers can be identified:
- Moving: Consumers engaging while on their commute, exercising, or checking their phone while waiting for a table at a restaurant.
- Acting: Consumers actively seeking answers, whether it be researching a product online, Googling the answer to a problem, or seeking inspiration.
- Relaxing: Consumers engaging during downtime, either watching TV, listening to music, or catching up on the news or social media.
Understanding how consumers are behaving in the moments in which you are trying to engage is just as important as the stage they are in.
“Knowing how and where they have engaged in the past—whether they tend to find you on social media or the web and their phone or laptop—tells you where they are in your journey.”
For example, take a consumer in the active consideration phase. If that person is acting and online searching for products, then a banner ad with a message to act now might drive them to make a purchase.
But if that same person saw the same ad while relaxing and watching a show on Hulu, then they are likely not in a position to act immediately, and your message has not done its job.
Behavioral data is key
To capitalize on the context of your customers, brands have to rely less on cookies and more on first-party behavioral data. Knowing how and where your customers have engaged in the past—whether they tend to find you on social media or the web and on their phone or laptop—tells you where they are in their journey.
For instance, you’re able to infer that if a consumer has been reading content on your products but has not yet started the checkout process, they are likely in the active consideration phase.
Behavioral data also tells you how and where your customers are most likely to engage moving forward. If a consumer historically engages with your brand through social media, not only is that the channel where it makes sense to engage moving forward, but it also determines how you talk to them.
So now that you have this new approach to media, it’s time to put it all together for an omnichannel experience. Stay tuned for my next blog on how to do that.
Dive into your customer data with DEG
To understand the behavioral data your ads are gathering, DEG’s analytics experts and paid media strategists first identify what customer data you have available. Then, we go further to see if there are any holes or areas for improved understanding. And we help you leverage the tools you have—and maybe a new one, too—to see a 360-degree viiew of your customer.
Interested in learning more? Let’s chat about your media goals and challenges.