It’s no surprise to anyone that has been effectiveness. Under the umbrella of strategy wein business over the past ﬁve years that work to increase productivity, quality or overallthe market place is changing at an speed when in fact these are actually tactics thatalarming rate. We also know that the support an overall strategy.vast majority of this rapid change isbeing driven by technology, especially Re-Think EngagementInternet technology. Results of these We need to recognize that how the customerrapid changes are driving business ‘shops’ regardless of whether your customer is aowners and managers to regularly business or a consumer has changed,evaluate their company’s position in the dramatically! The buying process has changed,marketplace, their products and their so our online strategy has to adapt to theseservice positions to ensure that they are changes. Today’s customer is in charge and theymaximizing business growth. are only going to engage with you when they feel that you are talking directly to them. ToStart With A Strategy accomplish this, it is critical that we segment ourThe ﬁrst thought in any business owner audiences based on - at the very least - theiror managers head when wrestling with position within the buying cycle.the “what to do” is, Strategy. It’s thedeﬁnition of what ‘strategy’ is that gets a Buying Cyclebit confusing. All too often when we There are ﬁve stages within the buying cycle ofthink about strategy we tend to focus today’s customers; awareness, consideration,on what is actually operational inquiry, purchase, and retention and the type of information that your customer requires at every stage is unique. So, your online marketing strategy must provide the most relevant experience at every stage of this buying cycle. • Awareness: your online marketing strategy must include provisions to make your company, product, or services visible to your customers that are unaware of you. • Consideration: During this stage of the customers buying cycle, they are educating
themselves. They are researching and this paper, you customer is actively crossing bothcomparing your company, your online and ofﬂine channels on a regular basis forproducts, your services, and solutions all sorts of information. In fact, in a recent surveywithin your industry and even the other over 45% of the customers that were interviewedpeople that you have done business (B2B and B2C) said that they will be making theirwith. future buying decisions by crossing multiple•Inquiry: Finally, we can start to see marketing channels.some tangible results from our To stay current with this rapidly changingmarketing efforts. This is where the marketing environment, today’s marketer mustcustomer reaches out with build integrated campaigns and communicationscommunications to start their dialogue. across these channels, many times driving the•Purchase: This is as important a stage customer from one channel to another to providewithin the buying cycle as the previous them with the most relevant experience, possible.three stages. During the purchasestage the customer experience is stillvery important and they are expectingyou to make this process as simple aspossible for them.•Retention: We’ve all heard theanalogies on how much more expensiveit is to get a new customer thanretaining an existing customer. Duringthe retention stage it is very easy for thecustomer to leave for the smallest of Bring It All Togetherreasons. During this stage of the buyingcycle it is critical that you give the It all comes down to making sure that yourcustomer reasons for staying with you. getting the right message, in front of the right person, at the right time. Being online is all aboutCross-Channel accomplishing business goals and your strategy is answering the question ‘how am I going toSynchronization achieve these goals’. There are a lot of channelsAs was mentioned at the beginning of and people online; when properly planned out,
the rewards can be great, and the About 3Sixty Interactivefrustration that can occur from notmarketing online correctly can be equally 3Sixty Interactive is a professional agency withgreat. Before you write one word, online, over ten years of experience in the digital world.think about who your customer is, what They offer a variety of digital marketing solutionsthey want to know about your company, that include search engine optimization, digitalproducts, or services at the different advertising, email marketing, social media,buying cycle stages, and then where customized strategy reports, analytics andwould be the best place to take them, maintenance of your marketing plan.online, to get that information. Learn more about 3Sixty Interactive at www. 3sixtyinteractive.com or by calling us at 1-877-43Sixty.