|
|
Intent marketing refers to identifying the intention (intent) in a customer's mind and optimizing marketing activities to touchpoints at each stage of the customer's purchasing journey. By understanding customer intent from a consumer behavior model perspective, you can predict potential customers' purchase motivation and behavior and help systematically optimize marketing activities from the awareness stage to purchase and post-purchase. consumer behavior model The consumer behavior model is a systemized model that explains how consumers recognize and explore products or services, leading to purchasing behavior, and how consumers understand and accept our products and services at each stage. From the 'AIDA (Attention-Interest-Desire-Action) model' used in traditional marketing, to the ' Consumer Decision Journey ' proposed by McKinsey, to Google's ' ZMOT (Zero Moment of Truth) ', which defines consumer purchasing behavior in the digital era. ) “, ranging from ‘AARRR (Awareness, Acquisition, Activation, Retention, Referral, Revenue.)’, which has attracted attention as a startup’s Growth Hacker Skill.
Customer Buying Journey (CDJ) and AARRR Funnel Among consumer behavior models, the customer purchase journey (CDJ) and the AARRR funnel are models designed to help marketers effectively reach the touchpoints that can most influence customers from recognizing Special Data a brand to making a purchase decision. Ultimately, this is to build a customer experience-centered Engagement on Demand system by combining the marketing funnel with the customer's decision-making process. For more information, see Why are customer journey maps important? Find out here. 5 steps to consumer decision making Typically, a consumer behavior model consists of the awareness stage, exploration stage, evaluation stage, purchase stage, and post-purchase stage. cognitive stage The awareness stage is the first stage of the consumer behavior model and involves the process by which consumers recognize and recognize new products or services.
At this stage, you can understand the process by which consumers first obtain information about a new product or service, and the process by which a previously unaware consumer becomes aware of the brand. From non-brand search, which allows you to look at consumer perception in a market category before brand awareness is formed, to brand search by consumers who have experienced brand exposure through various channels such as advertisements, media, the Internet, and recommendations from acquaintances, we provide top-of-the-line brands to companies. You can track the process of how a brand is perceived by consumers, all the way to the top of mind. Therefore, the goal of the awareness stage is to create awareness of a product or service in consumers, arouse their interest, and guide them to the exploration stage. navigation phase The exploration stage provides information about what consumers explore related to the brand after recognizing the product or service brand.
|
|
發表於 15:37:49