From the course: Mastering the Business of Consultancy: Strategy, Marketing, and Client Success
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Digital channels in the customer journey
From the course: Mastering the Business of Consultancy: Strategy, Marketing, and Client Success
Digital channels in the customer journey
- It's sometimes confusing, isn't it? Which digital activities to put in which order? I'm going to iron all that out for you. There's a sequence in which your digital activities should be implemented, and I'm going to lay that out for you here. Let's first look at the customer journey. The five common stages are Awareness, Consideration, Active Consideration, the Action you want people to take, and Loyalty. So let's look at Awareness and Consideration. If your objective is raising awareness, the digital tactics that sit well here are organic social media. That's unpaid social media posts on your own channels. They only reach your existing audiences, people searching for hashtags, people looking at your profile, or showing on social media profiles of people or organizations you have tagged. So you may need to use more than organic social media. If you have budget, then use programmatic advertising on websites, paid social media and pay-per-click marketing to reach customers. That can…
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