2024 Marketing Strategy（Part 1）
Analyzing Sales Objectives Through the Marketing Funnel, Integrating AI to Build a New Digital Channel Model
During the pandemic, due to restrictions on physical stores, consumers have increasingly shifted towards online shopping, driving the rapid growth of e-commerce and online transactions. In response to this trend, businesses urgently need to undergo digital transformation, focusing on establishing and optimizing digital channels. Enhancing the usability of the official website and actively managing social media, businesses interact with consumers through digital means, creating more communication channels and providing a better digital shopping experience.
Digital transformation not only makes consumer shopping more convenient but also allows businesses to collect more data. Through data analysis, companies can make more informed decisions, emphasizing data-driven business and marketing strategies.
In this wave of digital transformation, traditional media marketing methods are no longer applicable, giving rise to the emergence of “Digital Marketing.” Digital marketing utilizes digital technologies and media platforms, including various online and offline methods, to promote a company’s products, services, or brand and interact with potential customers.
The scope of digital marketing is broad, covering various tools and techniques such as websites, social media, email, search engine optimization (SEO), search engine marketing (SEM), content marketing, online advertising, and more.
Understanding Strategies at Each Level of the Marketing Funnel
Through the marketing funnel model, we can analyze the key strategies and objectives employed in digital marketing at each stage.
Stage 1: Awareness > Increase brand awareness through methods such as SEO, advertising, social media, and content marketing.
For large brands, SEO holds a competitive advantage, as the website traffic for smaller brands may not surpass that of well-established ones with years of operation, especially for highly competitive keywords. Small brands can only achieve favorable SEO rankings in less popular keywords. However, consumers often search for popular keywords, leading small brands to explore alternative avenues for traffic.
Due to the dominance of large brands in SEO for popular keywords, small brands often opt for purchasing GSN (Google Search Network) keyword advertisements. Placing these ads before organic search results on search engine pages allows for better and faster consumer engagement. In addition to keyword advertisements, image and video display ads can also generate significant benefits for traffic. Examples include Google’s high-performing ads and Meta Business ads.
The marketing department’s goal at this stage is to reduce the advertising CPA and CPM, enabling the acquisition of more impressions under the same budget cost, effectively utilizing resources.
Stage Two: Interest > Focus on the brand/product itself, provide valuable content, storytelling, and highlight brand or product features.
Once consumers become aware of the brand or product, it is essential to capture their interest, engage with them, and communicate the brand or product value, prompting them to enter the consideration stage.
In addition to introducing the brand story on the official website, we can deepen consumer impressions through the management of social media platforms such as Facebook fan pages, Instagram, and LINE Official Accounts. Utilizing the media they frequently use and integrating retargeting strategies, we aim to expose consumers to more content, enhancing their understanding of the brand value.
The marketing department’s goal at this stage is to reduce consumer communication costs and time, allowing consumers to obtain the desired information more quickly.
Stage Three: Consideration > Initiate comparisons by providing detailed information, customer reviews, comparison tables, etc., to assist them in making decisions.
When consumers develop an interest in a brand or product, they enter the consideration stage. This stage indicates that consumers are feeling a desire to make a purchase and may begin comparing different brands or products to make the most appropriate choice. To gain a competitive edge at this stage, we can increase interaction with consumers and utilize diverse information to reinforce their purchasing decision.
During this stage, we can leverage various forms of messaging, including word-of-mouth marketing, customer reviews, and comparison tables, to provide more comprehensive information and establish greater trust. By showcasing the advantages of our brand and the unique features of our products, we can deepen consumers’ trust in our brand, subsequently influencing their willingness to make a purchase.
In this stage, the marketing department aims to increase retargeting and word-of-mouth marketing to enhance consumers’ willingness to purchase the brand and its products.
Stage Four: Intent〉Offer special discounts, trial opportunities, customer reviews, etc., to reinforce the purchasing value.
Once consumers confirm their willingness to make a purchase in the consideration stage, we enter the decision stage. The goal at this stage is to reinforce the purchase value at the last moment and accelerate the consumer’s motivation to buy. To achieve this, we can offer a series of special incentives to provide consumers with additional motivation to choose our product.
During this stage, we can create a unique shopping experience by offering exclusive discount codes, limited-time promotions, trial opportunities, and more. This not only provides tangible value but also reinforces the perceived value of the purchase. Additionally, presenting positive customer reviews is an effective method to show potential customers the satisfaction others have experienced with the product, further boosting their confidence.
The marketing department’s goal at this stage is to leverage the first three phases to increase conversion rates and transaction performance.
Stage Six: Loyalty 〉 Provide excellent post-sales service, exclusive benefits, loyalty programs, etc., to establish long-term relationships.
Entering the loyalty stage signifies that the consumer has completed a purchase and is beginning to establish a long-term connection with the brand. At this crucial moment, our goal is to provide outstanding after-sales service, exclusive personalized offers, and engaging loyalty programs. We can establish a membership system through our official website to solidify customer loyalty to the brand.
The marketing department’s goal at this stage is to increase the conversion rate for repeat purchases among consumers.
This funnel model not only offers a comprehensive marketing strategy but also enables the quantification of effectiveness at each stage, providing businesses with more targeted improvement strategies.