Let’s imagine this case: our brand produces propeller caps, unique in the world, driven not only by the movement of air, but also by the positive thoughts of the user. Thanks to this, they can also work indoors and allow for better recognition of someone’s mood. The company has adopted a very professional approach in the area of marketing and sales. We have a CRM system, we place advertisements on the Internet, we cooperate with influencers. We have also invested in modern tools supporting consumer service and enabling “live” communication – e.g. live chat. As a result, you can contact us in various ways, depending on your personal preferences. We are also active in the field of advertising, thanks to the use of tools such as AdWords, communication in social media (including paid content). This means that representatives of a specific group of recipients can come across our messages in different places, several times at a certain time.
What’s more, the systems support the flow of information between individual departments in the company.
This model of operation looks promising, right?
However, it does not saturate all the areas that the company should pay attention to. It remains a matter of observation and analysis of how the actions taken affect consumers, which of the actions taken resulted in their reactions and what they were.
Many steps in different directions
The current consumer path, or customer journey, is complex and consists of many steps. Classic AIDA or DIPADA models do not match it. That is why the omnichannel approach and good knowledge of buyers are so important.
It is worth developing several potential scenarios of the consumer journey – from the first display of the advertisement, through activities undertaken in the Internet space (not necessarily related to our product), through (possibly repeated) visits to sales channels, to (optimally) placing an order, its service and care on a new client. Thanks to the awareness of the complexity and many stages of the process, we implement mechanisms to identify a specific consumer. This allows you to create a full view of all actions taken. The collected and analyzed data allow for automatic optimization and personalization of communication.
Changes on a regular basis
Returning to the previous example: let’s assume that we are addressing the offer to parents of pre-school children. We cooperate with bloggers popular among this group and we have purchased display ads on parenting portals. Communication is shown primarily with articles about this age stage, but also with toy reviews and lifestyle content. Thanks to advanced Salesforce marketing tools, we are able to assess which versions of the advertisement bring the best results. The system analyzes the actions of individual recipients and is able to adjust subsequent marketing campaigns to them. It is possible to carry out activities aimed at achieving various goals (such as entering a company website or e-shop, using a discount provided by a specific influencer, making the first purchase). At the same time, thanks to the growing knowledge about a given person, the system adjusts scenarios in such a way that they best reflect their preferences and needs. What does understanding shopping paths mean?
First of all, to indicate key contact points (touchpoints). In the course of various processes, they can be realized in other spaces. They cover situations such as
- first contact with the offer,
- places that support the formation of opinions about the product and the brand,
- the moment preceding the purchase decision.