So, elements like great visuals, great influencing choices, remarketing through google or Instagram ads, a seamless website layout, a seamless checkout experience, and incentives like discounts and loyalty programmes are very important. To do this, they must make each touchpoint good enough for the lead to continue on their journey. The role of a marketer is to ensure that the lead doesn’t get lost along the way. These steps are called touchpoints, they are the places in which the lead, or potential customer, interacts with the product. Or, the website loads quickly, I’m able to seamlessly make my purchase, a pop-up asks me to put in my email to get notices of discounts, and because everyone loves good deals, I put in my email. Do you see all the steps it takes for me to become a customer? The website loads really slowly and I lose interest and the journey ends. I have the money and the time now, so I try to purchase on the website. One day, I get curious and visit their Instagram page, I see a lot more cute earrings like the one I first saw. Next, I keep seeing the product from time to time through ads on social media. The customer journey has already begun that way. They look really pretty, but I am not ready to purchase for a few reasons: I may be too lazy to bring out my card, it might be the end of the month and sapa has hooked me, I have seen something similar for cheaper elsewhere and I want to explore that first, or I get distracted by a video of puppies. I come across a post of an influencer I like advertising earrings through a reel. From the above, you realise that a lot goes into the decision to buy a product or service.
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