Today’s market is highly competitive do making sense of the information generated is very important, and this is not an easy task. From launching a new product to discovering new markets, at the same time bearing your customers sentiment in mind. Doing all this is quite overwhelming because your aim is not only to gather the information but to use them to your advantage.
It is quite easy to learn, so do not be worried.
The Problem with Reach
With reach and impressions being the measurement basis, commence with the creation of goals, also be cautious with setting the goals so as not to end up making mistakes as many campaigns do.
With most campaigns being established on wrong goals and everything being measured in ‘Reach.’ The impression is looked at as the de facto standard measurement when it doesn’t measure accurately with the intent and true interest of the consumer.
Having made a lot of sales, one cannot pinpoint specifically which particular strategy or campaign was useful after focusing so much on impressions and reach. Acknowledging that when people initially get to know your product through the TV, newspaper or print (traditional media), they will most likely do more research online hence, where testimonials, reviews, and ratings become significant.
Most advertising programs take a straight way to conversions which at the end becomes an issue as the customer could be aware of the product through print and research online at your website. He could go offsite to view other user reviews, carry out comparison shopping, do some coupon search, check out people’s comments on the company’s Facebook page, view the unboxing video of the product and circle back to search for the best deal on the comparison shopping engine and so on.
The result being that the conversion path is not effective in its being associated most times to sets of numbers that are not meaningful and its impact cannot be measured in the end.
Mapping Campaigns to Results
Techniques on changing our focus when dealing with relationships and revenues can be achieved when more thought is put into campaigns.
Some common types of campaigns and they can be made to accommodate our campaigns will be discussed so as to arrive at how to achieve successful results in the end.
This rests majorly on the strength of coupons, testimonials, and reviews, all these when combined can increase products being added to cart and sealing the deal on sales by for example product reviews written below a selected item
Adding automatically a coupon mostly free shipping increases your customers interest and in the end your sales as they don’t have to go offsite searching for coupons and ending up patronising your competitor.
Never neglect the after sales service also. By staying abreast with if the customer has used the product and likes it and inquiring if they have any questions are important for ensuring your brand is front- of- mind in a helpful way which is not intrusive.
New Product Launch
This is the simplest processes to map as plans are just kick starting and can be easily segmented and monitored across all channels. Although with all things planned out, one should consider that few customers that welcome a brand due to the samples or discounts given may never return to the website.
The primary goal to results being measured with new product launches is to make your customers envision their lives being made better due to your product in it. The frequent customers may say little or interact less on social media but can tell their family and friends about your product which speaks more than any advertising can.
Brick and Mortar Sales
A lot can be done to help increase conversions if your product is sampled in traditional storefronts. By creating a coupon code for a specific location or retain chain so as to ascertain results to the specific campaign used.
By matching prices in Help Thwart Showroom, where customers in the store browse through but purchase online prevents customers from stressing on getting advertised prices also. The conversion needle can be moved more by users being offered a social coupon which can be shared with family and friends but must be brought to the store and be printed to be redeemed. The success of the campaign can be tracked through the number of coupons which were redeemed or through social analytics.
Map It Out
A strategy should be handled with a constant need for improvement, most marketer’s work better when the strategy is completely mapped out. If this works for you, waste no time on drawing a horizontal timeline. This would show the touch points of the interaction between your product and the customer. The vertical line drawn shows the stages of sales. Look at the diagram carefully and notice how some areas intersect with each other. If there are areas where customers are drastically reducing, you will notice them quickly. This is the amazing thing about mapping your strategy. Campaigns to conversions are more than win or lose; it is more than looking at raw data. It is about seeing the bigger picture, customer sentiment, reviews, recommendations and so on.It is about brand awareness also, and these results come from various channels and campaigns.
It is about shifting the way we think and look towards customer retention through initiatives and well-planned strategies.
Integrate these ideas into your campaigns and share your results with us. We are looking forward to hearing from you.
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