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Customers
Customer search behaviour
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| bet | 15/31 | | Sana | 23.03.2021 | | Hajmi | 0,78 Mb. | | #13423 |
Customers
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Customer search behaviour
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Publishers/intermediaries/influencers
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Destination sites/
Competing brands
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Markets targeting
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Main search engines in market
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Example mainstream media, social networks or portals:
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Company name: Key brand differentiators
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Customer segments: Demographics
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Main generic category / product phrases
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Niche media sites or social networks:
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Competitor 1: Key brand differentiators
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Customer segments: Personas
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Comparison searches
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Aggregators and super-affiliates
(where comparison sites relevant)
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Competitor 2: Key brand differentiators
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Customer segments: Value
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Value searches
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Smaller affiliates
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Competitor 3: Key brand differentiators
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Customer segments: Lifecycle
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Competitor searches
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Blogs and individual influencers
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Competitor 4: Key brand differentiators
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Customer segments: Interest-based targeting
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Other long-tail behaviours or qualifiers
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Competitor 5: Key brand differentiators
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Notes: The consumer search behaviour summary worksheets on our SEO Gap Analysis template suggest a method of summarising the most important consumer search behaviours and how to target them. You can see examples of visualising the marketplace using this method or across POE media in this post.
Strategy Analysis Tool: Online competitor benchmarking review (Optional)
Purpose: A competitor review is useful in a long-form digital marketing strategy to highlight the relative performance of a company alongside the capability analysis.
Instructions: Complete the KPIs as far as possible where publicly available through tools described in our competitor benchmarking guide. Effectiveness is a qualitative evaluation.
Criteria
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Review company
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Competitor 1
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Competitor 2
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Reach KPIs
Site visitors
Conversation share
Search visibility
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Reach Effectiveness
Content marketing
Influencer outreach
Strategic partnerships
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Act KPIs
Site engagement rates
Social sharing
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Act Effectiveness
Persona targeting
Core brand messages
Content engagement devices
Findability
Personalisation
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Convert KPIs
Conversion rates (add-to-basket, checkout, conversion channel)
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Convert Effectiveness
Marketing Mix: Product, Price, Place, Promotion
Trust factors
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Engage KPIs
Recommendation, satisfaction scores, community and email benchmarks
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Engage evaluation
Service quality
Community
Personalisation
Promotions
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Objectives – Where do we want to be?
We recommend four different types of measures to help you and colleagues look forward to the future offered by digital marketing:
So we suggest this hierarchy of measures may help in larger organisations:
1. Top-level broad goals to show how the business can benefit
from digital channels
2. Mid-long term vision to help communicate the transformation needed in a larger organisation
3. Specific SMART objectives to give clear direction and commercial targets
4. Key performance indicators to check you are on track
You should be as specific as possible in your goals. We recommend these should be:
SMART - see the definition at foot of http://www.smartinsights.com/about/
Based around the customer lifecycle – we use the mnemonic RACE to define this and give examples of different KPIs here: http://bit.ly/smartrace
Define what the R is in ROI for you - it will likely be monetary but don’t forget digital marketing can be more than that
Divided into key digital strategy areas of customer acquisition, conversion, customer development and growth - this is important to ensure you’re covering all of the areas
Broken down into short, medium and long-term goals
Align goals to the business and marketing goals and how you substantiate them using the approach described in http://bit.ly/smartintegration.
CORE Strategy Definition Technique: Define vision for digital channels
Purpose: Define a vision statement to communicate main elements of vision to colleagues or partners (mainly relevant for larger organisations)
Instructions: Create a statement which shows how digital media and technology will transform an organization.
Consider referencing the 5Ss : Sell, Serve, Speak, Save, Sizzle
Aim to include quantitative targets, e.g. % of sales online or influenced by online channels
Short form of vision statement
Examples: Digital First, Digital By Default, Digital DNA
Longer-form vision statement
Example:
“Our digital channels will make it easy for shoppers to find, compare and select products using a structured approach to merchandising and improving conversion to produce an experience rated as excellent by the majority of our customers.”
More examples: Step 2 Define your vision for Digital in Expert members Guide Digital Marketing Optimization.
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