Advertising has come a long way since its early days. From print ads in newspapers to the explosion of digital advertising, the landscape of advertising has changed dramatically. However, one thing has remained the same - the goal of advertising is to drive consumer behavior.
Advertisers have always sought to understand and influence consumer behavior, and with the rise of digital advertising, this has become even more important. In today's world, there are countless channels through which consumers can interact with brands and make purchasing decisions. Understanding how to effectively reach and influence consumers has become a key challenge for advertisers.
So, how do you crack the code of consumer behavior and use advertising to drive results? It all starts with understanding the customer's journey.
The Customer Journey
The customer journey is the path a customer takes to purchase a product or service. It consists of four stages: Awareness, Consideration, Conversion, and Loyalty.
Let’s understand these four steps in the customer journey with examples of different brands that have effectively leveraged these steps to achieve success.
Step 1: Awareness
The first step in the customer journey is awareness. This is where consumers are introduced to a product or service and become aware of its existence. The goal of advertisers at this stage is to build brand recognition and create interest in the product or service.
Apple: Apple is well known for its aggressive advertising campaigns that focus on building brand awareness and creating interest in its products. From its iconic "Think Different" campaign to its "Shot on iPhone" campaign, Apple has effectively used advertising to build awareness and create interest in its products.
Nike: Nike's "Just Do It" slogan and accompanying advertising campaign have become synonymous with the brand. The goal of this campaign was to build awareness and create interest in the brand and its products, and it has been incredibly successful in achieving this goal.
Step 2: Consideration
The consideration stage is where consumers begin to research and evaluate the options available to them. Consumers are likely to use a variety of sources to gather information, including product reviews, competitor comparisons, and recommendations from friends and family. The goal of advertisers at this stage is to position their product or service as the best choice by highlighting its unique features and benefits.
Amazon: Amazon's product pages are a fitting example of how to effectively leverage the consideration stage of the customer journey. Amazon provides detailed product information, customer reviews, and competitor comparisons to help consumers make an informed decision.
Tesla: Tesla's marketing strategy focuses heavily on educating consumers about the benefits of electric vehicles. Tesla's website provides detailed information about its cars, including range, charging times, and performance, as well as comparisons to traditional gas-powered vehicles.
Step 3: Conversion
The conversion stage is where consumers decide to purchase or take a desired action. This is the ultimate goal of the customer journey and the stage where advertisers want to focus their efforts. Advertisers can use retargeting ads, email campaigns, and other forms of advertising to push users towards the end goal and increase the likelihood of conversion.
Booking.com: Booking.com's retargeting ads are a great example of how to leverage advertising to drive conversion. Booking.com uses retargeting ads to show users ads for hotels they have recently searched for, increasing the likelihood of them making a booking.
Uber: Uber uses email campaigns to drive conversions and encourage users to take desired action. For example, when a user signs up for Uber, they receive an email with a discount code for their first ride. This incentivizes the user to take action and use the service.
Step 4: Loyalty
The final stage of the customer journey is loyalty. This is where consumers become repeat customers and continue to do business with a company over time. Advertisers can use this stage to maintain the relationship and keep the customer engaged with the brand through loyalty programs, customer reviews, and other forms of customer engagement.
Starbucks: Starbucks' loyalty program is a notable example of how to leverage advertising to build customer loyalty. Starbucks rewards customers for their purchases, encouraging them to continue doing business with the company.
Amazon Prime: Amazon Prime is another splendid example of how to build customer loyalty through advertising. Amazon Prime provides customers with a range of benefits, including free shipping, access to streaming services, and exclusive deals. By offering these benefits, Amazon has created a loyal customer base that continues to do business with the company over time.
These are just a few examples of how different brands have effectively leveraged the customer journey to achieve success.
In today's ever-evolving marketplace, understanding consumer behavior and leveraging advertising to drive results is crucial for success. By understanding the customer journey and using advertising to reach customers at each stage, advertisers can increase the likelihood of conversion and build customer loyalty over time.
Whether you are a large brand or a small business, the tips and examples provided in this blog will help you take your advertising efforts to the next level.