Digital marketers: leverage buying cycle, achieve greater results
Titled Optimising the Buying Cycle, the white paper discusses how a consistent presence across all digital channels that helps to sway a prospect's decision in their favour is something that online marketers aspire to achieve. However, budget constraints and fierce competition combine, creating an obstacle that is often difficult to overcome.
However, by understanding the stages of the buying cycle, the channels that are more suitable and the phrases most commonly used for each of these stages and channel combinations, online marketers can now easily determine the most suitable cross-channel spend and tactics to help them achieve their goals.
The five stages
The paper looks at the five main stages that a customer goes through in the online buying cycle looking at the conversation that the customer has about products and brands and the combination of channels to meet their needs at each stage.
Each of the five stages: Adoption, Intention, Persuasion, Conversion and Retention, demands a different balance of influence exerted by others, and self-determination by the customer. The marketer's challenge is to get this balance right and leverage it.
The One platform from Hydra can assist in the process of identifying the language that is being used by prospects at each stage of the buying cycle allowing for effective communication. Its live data reports also uncover the most important search terms and trends to deliver enhanced opportunities to users.
