Customer Journey: What are the phases in a campaign?

For a marketing campaign to be effective, it is not only important to focus efforts on the final phase before achieve a good ROI (Return on Investment). Also, it is essential to see the campaign as a whole and, for that reason, it is necessary to take into account the different phases of the customer journey.

Generally, digital marketing consultants start with a phase of awareness about our clients' campaign periods before the start of the campaign itself. That's when we carry out activities that target slightly larger audiences and messages that aim to raise awareness about the campaign.

But before we start to see the phases, let's clarify what the concept refers to Customer Journey. This important term refers to rWhat the customer takes before purchasing a service or product with a brand determined. Throughout this process, it goes through different stages in which we can draw their attention to encourage them to achieve the objective we want.

Phases of the Customer Journey: Seeing, Thinking, Doing and Caring

In the case of campaigns, we divide the phases of the customer journey into 4 different stages: seeing, thinking, doing and caring (stages that are identified with the well-known digital sales funnel).

Phase 1: See (Awareness)

In the first phase - before the start of the campaign - we work with channels, messages and activities that will increase awareness of the campaign.

It can be manifested in a “countdown” for the start of sales, contests, videos, collection of leads, banners and the like. In this case, it's not about direct sales, but about being present in people's consciousness with a clear impression of the campaign's message. In the same way, we evaluate the relevant channels for the value customer and we collect lists for subsequent marketing.

In this phase, for example, we often work with channels such as YouTube and display advertising to begin to sensitize and make the public aware of the objective we have set for ourselves.

 Phase 2: Thinking (Consideration)

In the next phase, emphasis is placed on the recognition and consideration. Customers may have already been in touch with their previous campaign message and need to be reminded of the campaign with a new message. It may be necessary to bring into play specific products, social proof, reviews, or the like.

Here, the customer is impacted at a stage where the campaign message is still under consideration or needs some more message. It could be the customer visiting a landing page, interacting with your ads, or they just aren't convinced enough to finish converting.

In this phase, it is very important to create and offer powerful proposals that attract the customer's attention.

Phase 3: Make (Conversion)

During this Phase, we are in the The process of promoting the campaign and, there's a strong focus on increasing sales and changing campaign messages and strategies.

The channels and campaign variations that work best in the sales phase are put into play. In this phase, target groups that have already interacted with the campaign in the form of reorientation on several channels are barely boosted.

We are very successful in creating different automated campaign flows that send the customer through different steps towards the conversion. For example, dynamic behavioral delay flows can be based on products - or services - that the target audience has already shown interest in.

The strategies are activated in several different channels, since the customer is not a sequential process, but a journey with many different points of contact. And it is precisely at those points of contact that we would like to impact the customer with different messages on different channels, depending on how far they are in the decision-making process.

Phase 4: Care (Build Loyalty)

The last phase has a Enormous importance, although in many cases it is not taken into account. At this stage, we focus our efforts on those users who have already converted. These people are valuable ambassadors, and we want them to be very satisfied with the last interaction with the company.

You can work with messages in the form of a registration campaign, discount coupon for the next purchase, sending a newsletter, etc. But they can also be simple messages thanking the customer for the purchase with the possibility of contacting customer service if they are dissatisfied or have questions. In this way, we leave customers with a good experience. At the same time, former buyers are more likely to repeat.

Finally, we must bear in mind that the marketing actions digital ones must always be based on data and, therefore, it is necessary to test the effect of the different configurations of the campaign and analyze their performance at all times in order to be able to make adjustments on a continuous basis.

If we can help you define the customer journey map of your potential customers, at Novicell we are experts in digital strategies.

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If you need more information don't hesitate to get in touch with us.