Digital activation roadmap defines each interaction and touchpoint a customer has with a brand across living, looking and buying phases.
Chances are high the consumer isn’t always thinking about your brand—they’re out living their lives. This is the living phase. People may first become aware of your brand when they see or hear an ad, it is mentioned by a friend or a life event has occurred.
Then they begin the research process and utilize multiple channels to become fully informed about a product or service. This is the looking phase. They seek counsel from friends and family, conduct online research and talk to influencers and product experts.
At some point, the consumer decides to take an action to purchase, sign up, enroll, etc. This is the buying phase. At this point, it’s important that your brand makes it easy for the consumer to take this action and reinforces that the consumer made the right decision.
MEASUREMENT: IS IT WORKING?
Once you’ve built your personas and have begun executing your activation roadmap, how do you know it’s working? Outlined below are some typical KPIs for each phase. However, it’s important to add and remove KPIs as needed to track performance to your overall digital marketing goals.
Living: Impressions, frequency, CPM (cost per thousand impressions) and ad recall lift
Looking: Clicks, CTR (click through rate), CPC (cost per click), website traffic, keyword ranking, social engagement/online conversations, email open rates and email CTR
Buying: Conversions, email CTR, app downloads, website time on site, website user experience map, website path to conversion, website page views, cart abandonment rate and cart completion rate.
(courtesy: denver metro chambers)
Good-Luck (Team Expertek)
https://www.expertek.net
