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Marketing Data and the Customer Journey
Joe Aragona
Creative Director, Senior Strategist
Aragona Agency
The New Normal
“Today’s buyer controls the buying process more than today’s seller controls the selling process.”
—Forrester Research
Self-Directed Buyers
Of consumers prefer a
self-directed shopping journey
Retail Dive 2016: https://www.retaildive.com/news/study-digital-interactions-dictate-majority-of-in-store-spending/426356/Forrester 2017: https://go.forrester.com/blogs/the-ways-and-means-of-b2b-buyer-journey-maps-were-going-deep-at-forresters-b2b-forum/
66% 60% 68% 62%
Of business buyers prefer not to interact with a sales rep as the primary source of information
Of business buyers prefer to research on their
own, online
Of business buyers develop
selection criteria or finalize a
vendor list —based solely on digital content
The Marketing Conversation
Enable A Purchase
Develop
Perception
Attract Potential
Buyers
Develop A
Relationship
Make Noise Maintain The
Relationship
DecisionConsiderationAwareness Post-Purchase
Marketing Data • Market research
• Conversation research
• Market survey
• Customer survey
• Competitive research
• Conversation tracking
• Emotive analytics
Marketing Tools
chiefmartech.com: https://chiefmartec.com/2019/04/marketing-technology-landscape-supergraphic-2019/
Using Available Data
Of marketers have data-driven
marketing initiatives
22% 21%
Of marketers are employing analytics to
measure marketing ROI
for all marketing engagement
25% 10%
Of marketers are collecting
customer data
Of marketers are able to measure
the customer experience well
LinkedIn: https://www.linkedin.com/pulse/18-stats-marketing-analytics-make-you-nervous-andrea-berg
Determine the Conversation
What is the market conversation?
What is being said?
Who is saying what?
Where do we fit into the conversation?
What can we contribute?
What should we say to attract customers?
How can we influence the conversation?
Position For The Conversation
• Page titles • Page descriptions• Image titles and descriptions
• Video titles and descriptions• On-page text
SEO and Key Words
Develop key words and cross reference with a
key word planner
Use a keyword planner that can reveal the search volume of
keywords and even suggest alternatives
Share of Voice
Measure:
• Organic keywords
• Pay per click (PPC) keywords
• Impressions
• Reach
• Revenue
• Mentions
• Hashtags
Maintain the Conversation
• Act on digital breadcrumbs to stay engaged
• Make suggestions
• Develop the relationship
• Move from conversation to lead
Content Is Key
• Speak to the buyer’s need
• Address key issues or pain points
• Present differentiating value from the buyer’s point of view
• Be strategic
The New Reality
“It is the job of marketing to guide the buyer through the buying journey.”
—Forrester Research
QUESTIONS
Joe Aragona
Creative Director, Senior Strategist
Aragona Agency
T: 613-836-1892 xt 111