Effective content marketing requires a strategy that must be defined in advance so that each piece of content can be used according to its purpose. The focus of this strategy is the customer journey .
There are different approaches to the customer journey model that differentiate between the number of phases. There are 4-stage models as well as others with more phases. (more about the different customer journey models in the glossary )
For further consideration, a brief explanation of the customer journey using a 7-stage model that I combined with a funnel . This makes it easier to derive methodologies.
7-stage customer journey model from Aufgesang
The Preference and Purchase phases are often referred to as the Decision phase and the After-Sale and Loyalty phases are also called the Retention and Advocacy phases . We have added the Pre-Awareness phase to our funnel.
Below is a brief explanation of the individual phases of the customer journey according to the 7-stage model approach in relation to online communication or online marketing.
pre-awareness phase
In the pre-awareness phase, the target group's world is fine. No problems, no need for solutions, the target group is relaxed and under no pressure to act. In this phase, it is difficult to get their attention unless oman phone number data you succeed in awakening a need by using psychological tricks to arouse emotions. , to awaken the need for security, is a popular emotion here. For example, by suggesting an event that may occur in the future, you can stir up worry and fear. The addressee wants to preserve his relaxed, previously carefree life and is therefore pressured to act. Curiosity can also be used to activate a need.
awareness phase
An event occurs that requires an action in response. In most cases, the potential customer begins to research information in this phase based on the triggering event. At this point, the person is open to information related to this specific event. Below is an example of how a potential customer is divided into the phases of the customer journey using an online shop for sporting goods.
Martin is in his mid-30s and notices one morning in January that he can no longer button the top button of his favorite pair of pants. He realizes that he needs to lose weight and starts researching how he can lose weight as quickly and sustainably as possible.
When he begins his research, Martin enters the customer journey without yet knowing what the solution to his problem is. He is in the awareness phase.
In the awareness phase, the target group has opened its own receptors somewhat due to the impacting event. Anyone who is present at the right time and in the right place with suitable content or event-relevant advertising has a good chance of getting the first touchpoint in the customer journey and thus being remembered.