Customer Life Cycle and Channel Priority

 Customer Lifecycle and Digital Channels Priorities

As we know that Digital Marketing campaign consists of multiple digital marketing channels Like, SEO, SEM, SMO, Affiliate Marketing, Email Marketing, Mobile marketing and Content Marketing. You can make more out of digital marketing channels by using the right combination of various channels together at various stages of customer lifecycle. 

For example: 

Let’s say Robin has purchased a travel backpack and went through the “Purchase stage of Customer Lifecycle” . Now he is in Post-Purchase Sale. Now this stage demands retargeting!

Since Robin has the backpack now we want to sell a “travel water bottle” to him again (not to mention.. Don’t be pushy!) Great digital marketing can make a good use of display ads and content marketing.  

Customer Lifecycle and Channels Priority

What is the Awareness Stage?

Awareness stage is the stage where the customer gets educated. At this stage a great digital campaign answers following questions.

• What product or service does your brand offer?

• Why does the customer need your product or services?

• What solutions does your product or service provide?

Channel Priority in Awareness Stage

High Priority Channels 

• Content - Blogs, Infographics, Videos

• SEO

• SEM

• SMM

• Affiliate

Medium Priority Channels 

• Email Marketing 

• Mobile marketing 

Low Priority Channels

• Display Ads

What is the Consideration Stage?

The Goal here is to increase prospectus’ interest in our brand and product/service. A great digital marketing campaign has to be able to answer the following questions:

• What features make your product valuable to others? 

• How will I increase customer engagements towards my product?

• What channels do we need to use?

Channel Priority in Consideration Stage

High Priority Channels 

• Email Marketing 

• Mobile Marketing

• Content - Blogs, Infographics, Videos

• SMM

Medium Priority Channels 

• SEO

• SEM

• Affiliate

Low Priority Channels

• Display Ads

What is the Purchase Stage?

Now Robin has read, saw and heard pretty much everything about our product or service. Now our job is to push him li’l bit over the purchase stage. He is almost ready to buy and needs just the right amount of boost like positive customer reviews or discount with scarcity effect. 

In this stage, give prospects an offer and help them to make a purchase. Here are few questions needs to be answered in this stage: 

• How is my price compared to my competitors?

• Is my brand more credible than others?

• How is my online reputation?

Channel Priority in Purchase Stage

High Priority Channels

• Social Media Optimization

• Email Marketing 

• Mobile Marketing 

• Display Ads

Medium Priority Channels

• Content Marketing

• Search Engine Marketing

• Search Engine Optimization

Low Priority Channel

• Affiliate Marketing

Post-Purchase Stage

In this stage nurture your relationship with customers to ensure they remain loyal to you. With the right targeting plan you can sell more products to people who have already purchased something from your online store. A great digital marketing campaign has to be able to answer following questions: 

• What additional products could the customer buy?

• How to improve customer buying experience? 

• Will the customer refer us to the others and if so, why?

• What channels could be useful?

Channel Priority in Post-Purchase Stage

High Priority Channels

• Social Media Optimization

• Email Marketing 

• Mobile Marketing 

• Content Marketing

• Display Ads

Medium Priority Channels

• Search Engine Marketing

• Search Engine Optimization

Low Priority Channel

• Affiliate Marketing

Alright folks… Now you know what are the different ingredients of digital marketing campaigns and how to use each ingredient with each other at every stage of the customer lifecycle. Go ahead and make your own brand of taste.