Matt Delaforce, Strategy Director at 4Ps Marketing talks about the awareness phase of a customer journey, how do marketers know they’re meeting their customer’s needs? How can we target them with relevant content that doesn’t necessarily generate revenue in that moment?
12. Identify basis for segmentation and establish the
important characteristics for each of them
12
13. 13
Entered on lean muscle goal content and left on the lean
muscle product pages.
Intent
What can we
understand?
Using historical analytics data we are able to understand
which behaviours precede converting actions
Signals
What does
good look
like?
Spend an extended period of time browsing various
pages across the site
Engage
What did we
expect him to do?
Tom Story
In his living room, watching xfactor – on Instagram see his crush and thinks…. If only…
Tom decides to make a change! Enough is enough. I’m gonna get hench!
Tom searches for
‘build lean muscle’
Tom briefly takes a look through the product page, however leaves without looking at any specific products or purchasing any products
Segmentation: establish the important characteristics. What are those behaviours? What did we expect him to do? What can we understand about him? What does good look like?
Tom Story
In his living room, watching xfactor – on Instagram see his crush and thinks…. If only…
Tom decides to make a change! Enough is enough. I’m gonna get hench!