Architecture of Awareness Marketing Framework
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Matt Delaforce, Strategy Director at 4Ps Marketing talks about the awareness phase of a customer journey, how do marketers know they’re meeting their customer’s needs? How can we target them with relevant content that doesn’t necessarily generate revenue in that moment?
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Architecture of Awareness Marketing Framework
- 1. Architecture of Awareness Matt Delaforce Strategy Director @ 4Ps Marketing @iamDelaforce
- 2. The last click model works well… 2 … on my excel sheet!
- 4. 4 “All data in aggregate is crap.” Avinash Kaushik 2013
- 5. MEET OUR HEART-THROB Name: Tom Age: 25 Interests: SEO / Girls / Leicester FC Browses: iPad, iPhone, Laptop Reads: SEOmoz, search engine land, men’s health, teamtalk
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- 12. Identify basis for segmentation and establish the important characteristics for each of them 12
- 13. 13 Entered on lean muscle goal content and left on the lean muscle product pages. Intent What can we understand? Using historical analytics data we are able to understand which behaviours precede converting actions Signals What does good look like? Spend an extended period of time browsing various pages across the site Engage What did we expect him to do?
- 14. But what about revenue?! 14
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- 16. 16 Best way to get a 6 pack? Let’s retarget Tom based on our strategic list segementation RLSA
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- 19. Workout Plans to Build Lean Muscle
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Editor's Notes
- Tom Story In his living room, watching xfactor – on Instagram see his crush and thinks…. If only… Tom decides to make a change! Enough is enough. I’m gonna get hench!
- Tom searches for ‘build lean muscle’
- Tom briefly takes a look through the product page, however leaves without looking at any specific products or purchasing any products
- Segmentation: establish the important characteristics. What are those behaviours? What did we expect him to do? What can we understand about him? What does good look like?
- Tom Story In his living room, watching xfactor – on Instagram see his crush and thinks…. If only… Tom decides to make a change! Enough is enough. I’m gonna get hench!