CUSTOMER VALUE JOURNEY – A base of Digital Marketing

What is Digital Marketing?

Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising,and any other digital medium.

Also, Digital marketing is the act of promoting and selling products and services by leveraging online marketing tactics such as social media marketing, search marketing, and email marketing.

When you get down to it, digital marketing is simply marketing.And great marketing is to make the right offer at the right time and in the right place. 

Today, your customers are online: hanging out in social media, staying updated on news sites and blogs, and searching online when they have a need. Digital marketing puts you in those same channels, so your best prospects can see you, learn more about you, and even ask questions to learn more about you and your products or services.

While traditional marketing might exist in print ads, phone communication, or phsycial marketing, digital marketing can occur electronically and online. This means that there are a number of endless possibilities for brands including email, video, social media, or website-based marketing opportunities.

And yes, there are different tactics you’ll need to learn Digital marketing. And they all work together to create a foundation for your business: attracting prospects, nurturing relationships, and making offers your audience will appreciate and respond to. But your every tactics in Digital marketing will work only if you know “CUSTOMER VALUE JOURNEY”.

Customer Value journey is the foundation of any great marketing. There are many tricks and updates will come and go in digital world, but when you setup your marketing cmpaign considering Customer Value journey, then you will always succeed.

The Customer Value Journey helps you automate the entire customer acquisition process, so you can sell without overtly selling and promote your product or service without ever being pushy or creepy.
This Journey is the process every prospect goes through to become a new customer.

The hard truth is that marketing is not a one-step process. There are eight stages you must account for on the path to purchase and promotion.But If you understand this digital marketing strategy(a.k.a. the Customer Value Journey), then you can easily accomplish your online goals.

Now let’s walk through the 8-step process of crafting your digital marketing strategy:

Step 1: Awareness

It’s where the person becomes aware ofyou. After all, nobody is born knowing who flipkart, Oyo or Google are. At some point they have to become aware of these companies if they are to become a Customer. The same thing is true of your company.

Examples of Marketing that Generates Awareness: 

  • A college student watches an Instagram video of her friend wearing a new fancy Lehenga.
  • A mother of two sees an advertisement for a new non-stick pan.

Step 2: Engagement

Your prospect is now aware of you—they know who you are—but you’re still in the early stages of a relationship with them. They don’t yet know you, like you,or trust you. So the next step is to start developing a relationship with your prospect. Engagement, is where you start conversing with your prospects. You engage them through some form of content that provides entertainment,information, both or anything useful.

Examples of Marketing That Generates Engagement:

  • A student participating in “Real me Global Photography” Contest.
  • A new user watching “Go Daddy” video to learn about domain.
  • A girl participating in “selfie contest- real you” of Dove Shop.

Step 3: Subscribe

At this point, your prospect knows who you are and has engaged with you insome way or another. However, if you failed to get that person’s contact information, odds are high you’ll never hear from them again.
Here, the person gives you their contact information and, in doing so, grants you permission to contact them again in the future.

Most often, this transaction is an exchange, sometimes referred to as an “ethical bribe.” You promote a valuable offer, but instead of asking for money, you ask for the prospect’s contact information.

Examples of Marketing That Generates Subscribers:

  • A student  fills out a form on a blog to receive a free guide of “Digital Marketing Fundamental”.
  • A boy subscribe to get 40% on JBL headphones.
  • A college student fills out a form to watch a free video of “How to land your first job”.

Step 4: Convert

If the subscribers you gain in Step 3 of the journey remain engaged, some of them will be ready to increase their level of commitment. They like the information you share and have begun to trust you, so they’re ready to invest in one of two ways: either with time or money. This is a critical stage in the Customer Journey and one that frustrates many business owners.

The key to success in this stage is to employ what we call “entry-point offers.” These offers are designed to give the new prospect tremendous value without forcing them to put too much “skin in the game.”
At this stage it’s too early even to concern yourself with profitability.
The Convert stage of the Customer Value Journey is about acquiring buyers or ramping up the commitment level of the leads you already have. It is NOT about profitability.

The most valuable businesses in the world all understand that the costliest marketing activity your business undertakes is customer acquisition.It’s the reason “Go Daddy” offers domains for $2.95, Swiggy giving its first meal free, Uber giving 70% off on first 5 Rides.
The goal is to acquire a new customer. Profits come later.

Examples of Marketing That Generates Conversions:

  • Myntra giving 80% off on 1st Purchase.
  • Paytm giving 100% Cashback on 1st transaction.

Step 5: Excite

At this point, your new customer has had a transaction with you. A small transaction, sure, but a transaction nonetheless. Your job now is to make sure the transaction is a good one, that the excitement of the purchase develops into good will and trust. The reason for this is simple: if the person doesn’t get value from this transaction, they won’t move on to the next stage and purchase more expensive things from you.

Prospect must get value from their last transaction with you. The Excite stage of the Customer Value Journey is something you must return to again and again. And every time, it should create excitement.

Examples of Marketing That Creates Excitement:

  • A new user buys a pair of  formal shoes and get a free shoe brush & polish free.
  • Customer order a coffee and gets a free cookies.

Step 6: Ascend

At this stage of the Value Journey, you’ve sunk time, money, and resources into acquiring leads and customers and making sure they get value from doing business with you.

It’s entirely possible that, until this stage, you have yet to turn a profit. In fact, if you’re in a competitive market (and who isn’t?) you may be losing money on the front end of this process to acquire customers.

That’s perfectly acceptable because “you’re investing in your future profits”.

The Ascend stage of the Value Journey is where your customer will be ready to buy more and more often. If your business has a core offer, this is the place to make that offer. Then once your customer purchases that core offer, it’s time to present them with other relevant offers.

Examples of Marketing That Creates Ascension:

  • A student buys a digital camera for Rs 89,999 and adds a lens kit, camera bag, and tripod to his purchase for a bundle price of Rs 2,49,999.
  • A Go daddy user buys email marketing tool after using domain for 1 year.
  • A man with a brand new car buys an unlimited car wash package
  • for Rs 200 per month instead of paying for each car wash individually.

Step 7: Advocate

You now have a happy customer who has made several profitable purchases from you. The next stage in the Value Journey is to create marketing that encourages your most loyal customers to advocate for your business.

An advocate is someone who speaks positively about your brand. An advocate is what you might call a “passive promoter.” They won’t necessarily promote your business in an active way, but when asked about you, they will respond favorably.

Examples of Marketing That Generates Advocates:

  • A boy enters a contest to win a new launched mobile  from “Samsung” by clicking a photo from earlier samsung mobile.
  • A girl enters a contest to win a new lip gloss from a beauty company by shooting a video review detailing how much she loves one of their Lipsticks.

Step 8: Promote

Promoters differ from advocates in that they are actively seeking to spread the word about your brands, products, and services. In some cases, the promoter simply had a great experience with your company and wants to share their story with friends and family. In other cases, they promote because you’ve created an incentive for them to do so.

Examples of Marketing That Generates Promoters:

  • A user invite other friends to install “Google Pay” to get Rs 150.
  • A girl attends a music event show for free because she arranged for 5 of her

Once you figure out that you can move people intentionally through the Value Journey using marketing campaigns, you realize that you have the ability to grow your business by improving the areas where your customers are getting “stuck.”

Whether you’re doing content marketing, digital
advertising, or analytics, or any other topic, keep this concept of “Customer Value Journey” in mind. It Will always help.

So what’s next ? How do you gonna implement Customer Value Journey in your coming campaign?

To learn more, Visit Digital Marketer.

Leave a Reply

Your email address will not be published. Required fields are marked *