Digital marketing and business objectives
Let’s look at how companies can set business objectives to support the customers’ decision-making process and how they should select marketing techniques to support communication objectives.
We can set different communication objectives to correspond to the purchasing stages.
You learned about different digital platforms and their features last week. Refer back to these and the company’s digital marketing efforts to support customers’ decision-making process at different stages (in Step 2.4).
| Stages of purchasing | Communication objectives in responding to the purchasing stages | Marketing techniques which fulfil the communication objectives |
| Customer unaware of products/brands | Creating awareness | ? |
| Customer aware of product needs | Promote the features and benefits of the product to the consumer | ? |
| Customer searches for the product | Ensure high visibility to customers | ? |
| Customer evaluates their selections | Persuade the customers and differentiate from other companies | ? |
| Customer decides to purchase the product | Facilitate the purchase process | ? |
| Customers evaluate their purchase | Retain customers | ? |
Your task
Pick a digital platform and identify at least one digital marketing technique to support each of the above objectives. You can also integrate the online aspects with offline aspects to facilitate this process.When you’re ready, share your response in the comments below.
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