Businesses tend to wonder about the effectiveness of their advertising spend in terms of what they actually sold that could be attributed to advertising.To understand how advertising works its useful to look at the hierarchy of effects AIDA sales funnel credited to Advertising Hall of Fame member Elias St. Elmo Louis in 1898. No that was not a typo and check out the history of this kind of thinking called Hierarchy of Effects in the article by Barry (1987).
This post was originally published on April 22, 2014. We have many readers asking about the connection between the AIDA sales model and the Digital Customer Journey or Digital Buyer’s’ Journey. We are delighted to update the original post on March 5, 2021. We hope that this will help all businesses come back after COVID as customers go through their AIDA process online.
How much should I spend on Google AdWords? is a question that we get asked very often. Earlier this blog provided a strategy answer.
[ Note: This post was originally published on October 28 , 2014. Due to the great interest of our dear readers and many changes in the digital landscape the post is updated on March 2, 2021]
Since we are happily at the vaccination stage of COVID-19 we can expect that life will return to normal in the not too distant future. However, we all realize that buyer behavior for both consumers(B2C) and businesses (B2B) has changed forever. With the huge adoption of online research and buying with COVID lockdowns and stores closed the public has become far comfortable with online commerce.
The search terms report tell you exactly what your customer typed on the Google search bar. The search terms are matched to the keywords you have purchased and a[Note: This post was originally posted on March 22, 2017. Since then there has been great interest on the topic from our dear readers. However, we realized that Google has now deployed (since 2020) enormous machine learning into how ads run. Also, we thought we need to clarify the customer journey more clearly for all clients. Thus the post is updated as of February 17, 2021]particular ad is shown.
Contrast the PPC model to all other traditional advertising models like TV,Radio,Newspaper, Billboard or even Direct Mail. You pay for impressions (or potential views called Cost per Mille – CPM ) without really knowing if your prospect actually saw your ad.
If you are an advertiser, then you need to consider how your customer is likely to process the advertising message that you want to give them. The Media by Appeal graphic with this post is a simple way of looking at what media is best for your message
Every B2B product has a consumer who ultimately pays for it. This is Derived Demand.
Not caring about the final B2C Customer is a big B2B Marketing Mistake.
Once you get the purchase order (PO) as a new supplier: Congratulations! Your B2B relationship just started. How? It gives you a reason to stay in touch. It allows you to designate account managers who manage the account. Depending on your industry the relationship manager at the selling company keeps track of everything going on. In software and SaaS businesses the “Customer Success” role tries to help the customer get the most out of your product.
Before the Internet and Social Media you needed to have a team dedicated to dealing with public relations.
Ask anyone – What is marketing? And you’ll get answers like advertising, social media or mobile marketing. Others, who have taken a formal marketing class, will say 4 P’s (Product, Price, Place, Promotion). This is surprising and at the root of any marketing effort that fails or provides a less than hoped results. And as anyone who has tried to market anything has learnt – marketing results tend to disappoint. Unless, the marketer is razor focussed on the customer and their perceived value.
The Coronavirus has challenged everyone globally. However, all content creators can get inspired by some popular nuggets from Mark Twain.