Relationship Between Marketing Functions And Buyer’s Journey
In my previous article, I have talked about Marketing functions in Digital Marketing. In this article, I want to look at the relationship between Marketing Functions and Buyer’s journey in a digital marketing environment. Follow me as we are going to look at this together in this article.
As a Digital marketer, when you are planning on introducing your products and services to your target audience, you need to consider the practical steps that you are going to take in order to create awareness about your products. This also demands that you understand what buyers are actually looking for in your products and your services.
You need to understand that all the processes will not happen like magic. It will take a conscious effort on the part of the Digital Marketer to make sure that he actually works with all the different departments in the organisation to properly understand the prospects and the customers. He has to ensure that a proper marketing survey has been carried out and that competitors have been properly studied. This will allow the Digital Marketer to advice the management and other departments on what needs to be done in order to raise the exit barrier for customers.
If we apply this model to our previous example of Mary and her quest for the perfect hair care product, this is how her journey might look and how she can be brought from one stage to the next by means of the different digital marketing components. Take some time to ask yourself the following questions:
- Think about your own example and how you would move a consumer from stage to stage.
- Think about your own experience. When was the last time you had a need and looked for a solution to fulfil this need?
- How did you research?
- What made you convert?
- Did you engage with the content beforehand?
- What marketing component built confidence and trust for you to purchase that product or service?
- How did the marketing component appeal to your needs and values?
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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