Sea in Transition: How to Optimize Your Marketing by Mapping the Customer Journey

Previously, you only needed to set up Sponsored Advertising Campaigns (SEM) on Google to reach all of your potential customers. Today, however, your customers are using Linkedin and other channels which can also be used for advertising. So, how does a digital marketer decide where and how to allocate the budget to reach their customers most effectively? It is becoming more and more important to know and understand the target group and their search Chile WhatsApp Number List habits. Analyzing and mapping the Customer Journey is now more relevant than the diversification of research channels.

And how do we know that lead X came via Twitter, also made a call to the company offline? There are many theoretical approaches and methods to obtain this information, but you will find three of the simpler ones below: 1. Marketing Automation Tools : These are primarily based on the premise that the marketer provides the “visitor” with as many opportunities as possible to gain information about their identity. For example, the marketer can make available on the site, a contact form, and an automatic reminder option, subscription to a newsletter or other call-to-action button so that regardless of the device used, customer profile information can be identified.

How to Influence and Improve the Customer Journey?

The customer journey is an interactive process by which a “typical” customer could move through various media before making a conversion to a specific company or brand. It is not always clear what is meant by this. Offline events can be part of this journey, as can the type of device used or what clicks are made on LinkedIn or to a company’s newsletter. Step 2: How to identify customer touch points It is relatively easy to identify possible points of contact, but it is more difficult to assess them. In general, there are three methods of determining the importance of a touchpoint:

Experience and your own marketing channels 2. Questionnaires 3. Statistical procedures Step 3: How to evaluate the route taken? The last step is for the marketer to understand the full visitor ‘journey’, that is, how a potential prospect moves from one touchpoint to another, and to see if some customers get lost or get lost along the way. move to touchpoints that the marketer has not yet taken into consideration. A big challenge with actual measurement and analysis of traffic is: How can the site tracker know that Person X, who arrives via a SEA ad, is the same as the prospect clicking on a LinkedIn ad?

The Tracking of Multi-channel Traffic via Social Media Connections

Is also based on the fact that, for example, a Facebook connection has been identified. 2. Using a tool that classifies the data of a visitor coming from a company IP address (important in the B2B sector, for example effective.tracking ) it is possible to immediately see that the company XY is d ‘first came to the site via a LinkedIn campaign, then subscribed to a newsletter and clicked a button with the phone number displayed. 3. Using a redirection number from Google or a link between CRM data and Analytics data , callers can be identified with data from the web tracking system.

On the other hand, it is possible to determine whether the caller had visited the site before and which Google ads he or she had viewed and clicked on. Once the customer journey has been mapped, the marketer can check if a media channel is missing from the journey being used. Data captured in graphical form could, for example, show that only 50% of leads were produced through LinkedIn or a SEA campaign and that another important point of contact is missing. Conclusion Digital marketing is constantly evolving and changing. SEA is no longer a simple process, it must be supplemented by the knowledge acquired from an in-depth analysis of the customer journey.

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