As we start the new financial year, most companies will be reviewing their objectives and how to reach them. What do you consider to be your main focus for this year? Acquiring new customers? Converting a data base of prospects? Or customer retention? Perhaps post-lockdown you are in a strong position to look at winning back lapsed customers.
This brings us to the customer buyer behaviour and how we need to adapt our marketing approach to meet our goals for 2021.
At The IDM we believe in Intelligent Marketing, a key element of Intelligent Marketing is putting the customer at the heart of what we do. What better place to start than understanding how and why customers have moved their ‘relationship’ with brands from a linear process to more of a loop.
McKinsey examined the purchase decisions of almost 20,000 consumers across five industries and three continents. They discovered that consumers have changed their approach to buying, or at least our understanding of it has changed.
According to McKinsey “the decision-making process is a more circular journey, with four primary phases representing potential battlegrounds where marketers can win or lose: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and post purchase, when consumers experience them.”
At the IDM we have short courses that will help marketers with each stage of the buying cycle, have a look at what’s on offer to help you achieve your objectives this year:
Phase 1: Initial Consideration
Win more of the right customers for your business. Learn how to develop your prospect pool with market analysis, segmentation, and profiling. Create an acquisition communication plan and develop your proposition strategy and explore how to measure and test your campaigns to improve results.
Use affiliate marking to enhance your business. Brush up on how to devise a strategy, set objectives, and measure results. Identify the types of affiliates that are best for your business and integrate this into your wider marketing strategy.
Phase 2: Active Evaluation
Understand how to put a strategic content framework together to maximise content performance. Develop a full understanding of goal setting and performance tracking. You'll leave with an assured grasp of strategy that will help you to do one-to-one marketing the right way.
Learn how to create a social strategy that gets results. Understand the impact of social media on engagement and the importance of planning. Discover how it contributes to successful business, and understand the importance of social content, social listening, influencers, and communities.
Phase 3: Moment of Purchase
In this 2-day course you will go step by step through the planning, creation, and delivery of high-quality email campaigns. Learn how to get better response, more conversions and higher ROI. Gain the confidence to optimise all aspects of your email marketing.
Phase 4: Post Purchase Experience
Gain a better understand how to put a strategic content framework together to maximise content performance. Develop a full understanding of goal setting and performance tracking. You'll leave with an assured grasp of strategy that will help you to do one-to-one marketing the right way.
Boost value for you and your customers with customer insight. Learn how to gain a competitive advantage by understanding the behaviour of your customers and their importance to you. Discover how to research, plan, and manage your insight activity with confidence to increase marketing success.