Digital Marketing Strategy: Awareness, Consideration, and Purchase/Action Channels
The Sales and Marketing funnel is nothing new. A customer’s journey goes through 3 stages:
Awareness (Upper Funnel)
Consideration (Mid-Funnel)
Purchase/Action (Lower-Funnel)
When it comes to Digital Advertising, there are different types of Digital Advertising Campaigns to be considered at each stage of the marketing funnel, and there are different cost metrics associated with each.
Awareness (Upper-Funnel) Campaigns:
Awareness campaigns are used to inform an audience about your product or service and introduce something new. The goal is typically mass reach to get your product and message in front of the right audience. In these types of campaigns, the goal is to typically to reach the largest number of people within your target audience within your budget. Awareness campaigns are usually sold on a CPM basis or in the case of a Sponsorship, a Flat Fee basis. Awareness campaigns can use all forms of Digital Advertising- Video, Display, Social, and Search. Awareness campaigns may also work with social media influencers who promote products on the Digital Platforms to reach a niche audience.
Consideration (Mid-Funnel) Campaigns:
Consideration campaigns are used to get your target audience to consider the purchase of a product or service. During this phase, a potential customer may be researching or comparing products and services. Search campaigns are effective to get consumers as they are searching for a product or service. Native Ad Campaigns are effective, as they can reach a user while they are reading content that is relevant to the product or services that they are considering. Using influencers may also be affective to compare products and services, reaching a niche and engaged audience. Display and Video are effective in this stage to drive action and consideration. During this phase, CPM and Flat Fee campaigns are most common.
Purchase/Action (Lower-Funnel) Campaigns:
Purchase/Action campaigns are used to drive action and purchase. At this stage, the customer knows who you are, and they have done their research and are ready to take action. At this phase of the marketing funnel, search is highly effective- especially when it comes to retail. Social Media Ads can also be used to drive purchases or actions (such as app downloads or sign ups). Email marketing campaigns are also effective to reach a consumer in order to drive purchase or conversion. During this phase, CPC or Cost Per Click”, CPV or “Cost per page view”, and CPA or “Cost per Acquisition/Action” are some of the most common buying metrics.
Determining your campaigns goals and objectives are incredibly important to drive success of a Digital Advertising Campaign, so it is important to figure out your campaign goals, and adjust your strategy based on which phase of the Marketing Funnel your campaign is serving.
