In different posts I have talked about topics related to the definition of an online strategy ( objectives , strategy , media convergence ), about its evolution and many other things.
But I have never talked about something that is very common in a digital strategy: its maturation process.
What happens when the company has been running for a while and has already conquered all the stages of the purchase funnel ? That is, it already sells at a considerable rate, it has a community of (more or less) loyal customers,… it is active on all 'fronts'.
We can say that it has completed its first maturity cycle . It has a lot of things to continue improving (this never ends, you know that it is a cycle of continuous improvement), but it is a bit stagnant.
The symptoms of this company could be similar to these: it is a company that has its digital strategy more or less optimized, but no matter how hard it tries, it cannot prevent indonesian phone number conversion rates from falling, traffic no longer grows as fast as a few months ago,… and as a consequence, sales are suffering.
What is happening to it? Everything seems to be going well, but it seems that things are not working out.
The problem can come from many places, but often its origin is in the lack of new audience, in maintaining brand awareness and in building relationships with users who are considering purchasing our products.
In other words, we need to:
Make our company and its products known to people who didn't know about it: they need to reach beyond the 'friends of their fans' friends' and feed the purchase funnel in its awareness stage ).
Getting those who already know them to remember them (staying in the ' top of mind '), and
Always be present for the rest: what in funnel terms is called the consideration stage . Always be present, in each step that the user takes to get closer to the purchase decision.
Or in other words, this company has problems increasing the reach of new audiences, maintaining the reach and quality engagement with those who already know the brand ( at the end of the post, you have a presentation that I gave at an event on this topic).
Define objectives, metrics and KPIs for each online channel and phase of the purchase funnel - tristan elosegui
Define objectives, metrics and KPIs for each online channel and phase of the purchase funnel
Of the three problems, I am not going to develop the second one, since it is really about maintaining the current presence and level of pressure.
This is a crucial issue for the company's global strategy and especially for mass consumption brands, but I am not going to develop it here because it is outside the blog's theme and because it would take me several posts.