Before You Measure, Fix Your Marketing
Analytics prove marketing’s value, but analytics don’t mean a thing if the marketing “ain’t got that swing.” Avinash Kaushik, Google’s Digital Marketing Evangelist, uses more colorful language to make his point, but the gist is the same: design the experiences your customers want before you start to measure your efforts.
Avinash says designing for the customer is a seismic shift in how brands and companies approach marketing. Marketing used to be product-centric and “me, me, me.” Today’s marketing is about meeting customers’ needs and doing so in an educational, entertaining and useful way.
He posits a new business framework for today’s marketing; he says brands need a “see, think, do, care” strategy. Such a strategy keeps the customer at the center of all efforts and provides ways for people to interact with the brand no matter where they are in the customer journey.
The “see” stage contains the most qualified leads because it’s the entry-level one. Tactics for the stage include YouTube and other visual media. The content tends to incite an emotional response and to be more easily remembered, an important factor for moving people from the “see” stage to subsequent ones.
The “think” stage comprises qualified leads who are contemplating a product or service. They tend to indicate their interest by clicking on an ad or interacting with the brand on social. As a result, tactics in this stage are social, YouTube and other visual media, and pay-per-click (PPC).
The “do” stage refers to people who have taken action. They have asked for more information, signed up for an email newsletter, called the sales team, or purchased a product online. The tactics lean heavily toward PPC because people are searching for specific items or services in this stage.
The final stage is “care.” The stage sometimes is overlooked by brands, but it’s essential for long-term success. A guideline for this stage is to “care” only for people who have made a purchase or worked with the brand twice or more. Such people are going to be more loyal to the brand, particularly if they feel cared for, and they’re likely to make additional purchases in the future.
Once the tactics for each stage have been implemented, then and only then is it time to measure, Avinash says. He offers a couple of tips for measuring the stages:
- Create a dashboard that shows everything you’re doing, where your customers are coming from and why, and what they want when they come.
- Search for trends and patterns within the data. Don’t get lost in the minutiae. Also remember to focus on the data that’s pertinent to you and your brand.
- Allow data to influence the content you create, which channels you use for certain stages of the customer journey, and even who you hire.
- Judge your marketing accurately. Develop a portfolio of outcomes and analyze your efforts when you hit or miss the mark.
Finally, as Avinash says, “Think different.” Don’t be selfish; look at and to your customers. Consider their needs and wants and create the experiences that meet those two things. Fix what needs to be fixed and measure, measure, measure.
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