Consumer journey in the integrated world

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Posts about Integrated Communication
Communication is becoming more and more powerful. In the integrated world, brands can literally follow their audience with strategies that are made in a totally professional manner, focusing on the consumer journey .

360° communication is a project developed by an integrated communications agency . The consumer journey is established through a detailed study, which presents, in an organized way, a project to involve the public through 3 stages. They are:

Discovery – In the first stage, a brand must discover what its audience needs, know the persona, offer the most appropriate solution for potential customers and establish an attraction strategy, usually done through content marketing . It is important to understand that, at this stage, the customer still has doubts and needs help to discover what they really need. The audience shows interest, but there is still no consolidation. This is the right time to offer valuable information that will insert the consumer into the sales funnel .

Consideration – At this stage, the consumer is already well informed, and the work organized by the integrated communications agency for the consumer journey is already having an effect. Now, the lawyer database has identified their need and is interested in knowing how to solve the case. The next step is to direct the customer to the sales stage, presenting content that ensures that your brand offers the ideal solution for what they need. This way, they will want to know more about your work.

Decision – This is the last step before the deal is finalized, that is, before the customer actually makes the purchase. Here, we have a well-informed and enlightened customer. They know they need your product and are interested in the price, payment method, discounts, delivery time and other benefits that your brand can offer them. Your best sales pitches need to be used here!

Understand the consumer journey with examples
An example can help you better understand how the consumer journey works and the importance of an integrated communications agency. Let's suppose that, in the first phase, during discovery, a sedentary man of approximately 30 years old, who started going for walks on his own, without a personal trainer or gym, starts searching the internet for running/walking shoes, precisely because he is feeling some discomfort from wearing old and inappropriate shoes. In the first searches he makes about “running shoes” and “walking shoes”, he accesses your company's blog and finds a very interesting article.

At first, he realizes that he is wearing an inadequate shoe and that he can improve his comfort and performance with a shoe sold by your company. In the consideration phase, he is still researching more about the subject, looking at all types of soles, varieties of shoes according to the types of footsteps, brands, cushioning technologies, among other details.

Once convinced and informed about which sneakers are ideal for their profile, they quickly move on to the decision-making phase and need to know what advantages your company offers so that they can buy the running shoes.

In 360° communication designed for the consumer journey, brands can “meet” their audience in the environments they frequent. Constant presence helps greatly to boost sales, precisely because of the concept of an integrated world .

Still using the case above as an example: the client, who has now become passionate about running and walking, also loves watching his favorite team's football games and is a regular at stadiums. In the integrated world, with the support of a specialized communications agency , your brand can also advertise in the football stadium and other spaces, following your audience wherever they are, reinforcing your presence and highlighting that your company is by the consumer's side at all times, including when it's time to have fun.

All of these communication campaigns are planned with accurate data, so that your company has an excellent ROI – Return on Investment. Fizzing 360° is an integrated communication agency specialized in strategies and campaigns based on the consumer journey. If you are interested in increasing your company's sales or have questions about strategies based on the consumer journey, get in touch with us now!