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REMARKETING
IS DEAD
Long live the buyer's
journey
Digital Marketing
Is Complicated
Today marketing is about pixels ,
events, segments audiences ,
funnels ,channels , CTR’s CTA’a
etc.
It is increasingly
harder to understand
how these moving
parts fit together in our
marketing strategy.
CONTEXT
“ the situation within which
something exists or happens,
and that can help explain it”
*Cambridge dictionary definition.
Customer Journey
DecisionAwareness Purchase
Interest Consideration
Discovery
Low - Intent High - Intent
Building Intent
Stage - 1 - Awareness
Products and service solve
problems and pains - are we
aware of them?
Stage - 2 - Interest
Do I want to solve my pain or
problem - is there a keen
interest?
Stage - 3 - consideration
Potential solutions - Why
should I consider yours?
Stage - 4 - Decision
I decided to buy - Is the
experience seamless
How understanding the
buyer's journey can help us
align our marketing efforts
and strategy?
SEARCH = INTENT?
I am deep inside the
buying journey.
Aware of my problem
and have an interest in
solving it . I am
considering what
will be my decision.
NOT All JOURNEYS ARE CREATED EQUAL
A FEW MINUTES: MY TOOTH HURTS
A COUPLE OF HOURS: I NEED A VPN TO ACCESS A WEBSITE
A FEW DAYS: I AM LONELY AND A DATING SITE CAN HELP
OR WEEKS: I NEED A MORTGAGE
EVEN MONTHS: I NEED A NEW MARKETING PLATFORM FOR
MY BUSINESS
Customer Journey
DecisionAwareness Purchase
Interest Consideration
Discovery
Low - Intent High - Intent
Building Intent
JOURNEY STAGE = CONTEXT
WHERE DO WE MEET THE
BUYER IN HIS JOURNEY?
HOW MANY TIMES?
DO WE HELP HIM ADVANCE?
MULTI TOUCH MARKETING
OUR GOAL IS TO MEET
THE BUYER WHEREVER
HE IS. PLATFORM
AGNOSTIC ,JOURNEY
DRIVEN.
CHALLENGES
ATTRIBUTION WARS - WHO CONTRIBUTED TO THE
SALE?
SOLUTION - TECHNOLOGICAL & OUTCOME (ROI)
FRAGMENTATION - INFINITE PATHS IN A JOURNEY
SOLUTION - KISS - START SMALL MEASURE IMPACT
COMMON SENSE - JOURNEY LENGTH VS PRODUCT
VS TICKET PRICE
“A TOOL IS ONLY AS
GOOD AS THE PERSON
USING IT”

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Natural intelligence meetup - long live the buyer's journey