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    Digital Marketing – A Guide Through the Digital Customer Journey

    Did you know that digital marketing is more about understanding people than mastering technology? To cut through the media noise and capture interest, you need to understand your customer’s needs, thoughts, and actions. In other words, you need to grasp all the phases a customer goes through from interest to purchase – the digital customer journey. That’s exactly what we’ll cover in this guide. At the bottom of the page, you’ll also find a recording of the online lecture “Get to Know Your Customer” with our business developer Simon Sleman.

    Let’s say you sell bikes online. Your target audience includes both casual riders and elite cyclists. These two types of customers will likely behave differently when purchasing one of your products. This is because different things are important to them. The casual rider might value a safe and low-maintenance bike, while the elite cyclist prioritizes features like weight, construction, and gear systems.

    What is Digital Marketing?

    Digital marketing is a type of marketing that occurs online, through the internet and digital channels. This can include everything from advertising on social media and search engines to email marketing and influencer partnerships. The goal is to effectively reach potential customers, strengthen your brand, and increase sales of products or services.

    3 Quick Tips for Digital Marketing:

    1

    Define the goal of your company’s digital presence and keep it in mind throughout your efforts.

    2

    Create content and communicate in ways that are relevant to your target audience.

    3

    Analyze your results, draw conclusions, rethink, try new things, and analyze again.

    The “See-Think-Do-Care” Model

    The “See-Think-Do-Care” model is a tool created by Avinash Kaushik, a marketing expert at Google. The model is based on the idea that your target audience goes through four different phases during their buying journey, and you should tailor your digital marketing efforts – such as digital advertising – according to these phases.

    “See” – Phase 1 of the Digital Customer Journey:

    This phase includes potential customers who might consider buying a bike in the future. As a company, this is your chance to make a strong impression. The next time the customer actively thinks about purchasing a bike, your company should be the first that comes to mind. Instagram, Facebook, and LinkedIn are great communication platforms for this phase.

    Tips for the “See” Phase: Create messages for social media that are more inspiring than sales-focused.

    “Think” – Phase 2 of the Digital Customer Journey:

    In this phase, the customer actively seeks information needed for buying a bike. They might search on Google using keywords like “tips for buying a bike.” As a company, you need to build trust and guide the customer through this process. You want to appear high in search engine results, so creating relevant content tailored to what the customer is searching for is crucial. Paid advertising on Google can also be effective in the Think phase.

    Content Tips for the “Think” Phase: Share plenty of knowledge and expertise, such as “10 Tips for Buying a Fitness Bike.”

    “Do” – Phase 3 of the Digital Customer Journey:

    Now the customer is getting close to making a purchase. It’s crucial for your company to be present in search results and on social media. An effective marketing tactic to encourage the customer to click the buy button is retargeting ads – ads shown only to people who have previously visited your website or specific pages and products on it.

    Content Tips for the “Do” Phase: Keep it short and concise with a clear call-to-action.

    “Care” – Phase 4 of the Digital Customer Journey:

    Now the customer has made a purchase, and it’s time to focus on nurturing that relationship and building loyalty to your brand.

    Content Tips for the “Care” Phase: Share valuable content on social media, send out emails, be accessible, and provide excellent customer service.

    Dare to Experiment, but Keep the Customer in Focus

    Using tools like the ‘See-Think-Do-Care’ model and analyzing your results can help your company build a strong digital presence and increase sales. So, don’t be afraid to try new things, think outside the box, and always keep the customer in mind. Good luck!

    Watch the Lecture “Get to Know Your Customer”

    In this online lecture, our business developer Simon walks you through the different phases of the digital customer journey, step by step. You’ll also learn effective tools for understanding your customer – and why this is crucial for effective marketing.

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