CUSTOMER JOURNEY ONLINE MARKETING

Focus Google Search and Mobile Search

Freddy Czaja

WHAT IS CUSTOMER JOURNEY?

Customer Journey in marketing is the individual cycles that a person goes through until he decides to buy a product or service.

DO WE REALLY KNOW OUR POTENTIAL CUSTOMERS AND YOUR CUSTOMER JOURNEY?

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FIVE CYCLES OF CUSTOMER JOURNEY

Customer Journey in marketing is the individual cycles that a person goes through until he decides to buy a product or service.

AWARENESS 
Awareness of the product (or service) is awakened.

FAVORABILITY 
Increasing the interest in a product.

CONSIDERATION 
The customer wants the product and thinks about buying it.

INTENT TO PURCHASE 
Customer wants to buy the product.

CONVERSION 
Buy the product, or action that represents a profit for the seller.

In online marketing, we usually target customers who already want a specific product or service. Here we enter into the cycles "Consideration" or "Intent to Purchase".

But what about customers who do not even know they need the product or service? Here we start at the very beginning - in the cycle of "awareness".

IMPORTANT QUESTIONS ABOUT THE CUSTOMER JOURNEY

1. Why should we know the customer journey?
2. Which channels influence the customer journey?
3. How can we use the data profitably? What can we learn? Examples.
4. How important is the smartphone in the customer journey?
5. How do you find out the customer journey in Google Analytics?
6. Are there any key data for the mobile search?

1. WHY SHOULD WE KNOW THE CUSTOMER JOURNEY?

The goal is to reach customers during the product or service search (customer journey) and lead them to a conversion (without contact no sales). It is important to know that each phase has its own channels and different keywords. If we have enough data after the analysis and know how our target group acts and searches, we can deal with all means of marketing to our potential customers.

2. WHICH CHANNEL INFLUENCE THE CUSTOMER JOURNEY?

If we look holistically at the customer journey, then we have to look at all touchpoints - even if they are often hard to measure. These include: word of mouth, PR, TV and radio advertising, flyers, brochures, social media, online advertising (Google AdWords, Google AdSense), search engine organic search, links, affiliate, email marketing (newsletter), blog and Reviews.

3. HOW CAN WE USE THE DATA FOR PROFIT?

It's not enough to know just how customers act and what channels they use, but we need to know which are the most successful channels to convert. And this is where we can optimize our marketing strategy and convert our customers even more purposefully!

We have created four fictitious scenarios for you:

Example 1 - Social media
For example: We know that the first contact with a new customer, which also leads to a conversion, is triggered in 40% of all cases by social media. 70% of it through Facebook. With this knowledge, we can target Facebook even more with posts or advertising to increase the conversion number or even conversion rate. Or we apply this knowledge to other social media channels such as Twitter to be even more successful here. Where you can find this data in Google Analytics, we show you below.

Example 2 - Remarketing
By analyzing the conversion paths in Google Analytics and AdWords, we find that the first contact with our company, most often through organic search in Google and the last pre-conversion interaction, is often through AdWords remarketing. Here we can fight on two fronts and force the first click of the target group through Google AdWords and in the next step improve the remarketing because we may find out that customers are more likely to buy within an hour or a day. Where you can find this data in Google Analytics, we also show you below.

Example 3 - Newsletter
We know from our analysis that many potential customers end up in the blog / news section of our website, but without a conversion. The supplier channels are Social Media & Organic Search. One way to affect the customer journey once more is to make potential subscribers happy with the newsletter. Here's the rule: Give the customer something he wants, then give us something we want (or something more). This refers to: e-mail address and the later purchase of the product or service.

And we can give that to the customer, so that he bites: Free shipping, vouchers, additional information material by mail or digital (of course, with direct-response advertising!)

By the way: Newsletter, as one of the best ways to stay close to the customer, is part of every good customer relationship management.

Example 4 - Search Engine Marketing
We see in our Customer Journey Analysis in the Google Webmaster Tool that customers are looking for a rough product, "Tablet", then the "Samsung Tablet" brand, then the "Samsung Tablet S2" product and then "Test Samsung Tablet S2" or "Price Samsung" Tablet S2 ". Here we have at least four options, either through search engine optimization or Google AdWords, to make customers aware of us through advertising. We can now optimize the corresponding category and product pages for the users and thus drive search engine optimization forward. Or we use AdWords to promote individual keyword groups to address them at a specific step in the customer journey. In addition, we can also create a special landing pages for "Test Samsung Tablet S2" and so as to help customers solve their problem.

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4. WHAT QUALITY IS THE SMARTPHONE WITHIN THE CUSTOMER JOURNEY?

The share of mobile searches is growing and has exceeded the 50% mark according to Google. In other words, more users are searching for Google Search on the smartphone than on the desktop computer - and the end of growth is not yet in sight.

What are the reasons that motivate customers to research and search with a smartphone in search engines?

- Problem must be solved quickly in between
- Desktop computer not available
- High acceptance of mobile use on the Internet
- Pause filler smartphone (with research)

Conversion rates to desktop computers higher ...
Although the conversion rate to desktop computers is higher in e-commerce, but for the first contact to potential customer - and this is true in most areas - is sometimes the only chance to reach out to potential customers. An optimized website is, of course, a prerequisite for this (Responsive Web Design).

If we can convince here, we have a good chance of getting a lead. This across device and channel. And believe me, nobody can get past the mobile market anymore! Who closes here, gives the competition a valuable market - very nice for the competition!

DATA FOR MOBILE SEARCH IN GOOGLE

PUBLISHED BY GOOGLE & NIELSEN 2013 (PDF)

Mobile search is a key factor in the decision-making process; approximately 45% of all mobile searches are goal-oriented.

WHERE IS MOBILE WANTED?

- 68% at home
- 17% on the way
- 9% on work
- 2% in stores

Why People search mobile?

81% of the subjects claim to use the smartphone for speed and convenience.

- Problem must be solved quickly in between
- Desktop computer not available
- Acceptance of mobile use of the Internet is very high
- Pause filler smartphone (with research)

HOW THE MOBILE SEARCH AFFECTING CONVERSION & OTHER ACTIONS?

- 73% of all mobile searches follow other actions and conversions.
- 28% of all mobile searches lead to conversion (visiting a shop, buying, calling)
- Mobile searches lead on average to about two interactions afterwards.

MOBILE SEARCH AND SUBSEQUENT ONLINE AND OFFLINE ACTIONS

- 36% further research: 70% mobile only, 17% mobile + PC, 13% PC only
- 18% share word of mouth information: 62% personal, 26% mobile only, - 8% multiple platforms, 5% PC only.
- 17% buy: 52% personal, 34% mobile only, 10% PC only, 5% multiple platforms.
- 17% visit the shop / service provider
- 7% phone call: 77% mobile only, 13% PC only, 10% mobile + PC

TIME TO CONVERSION

81% of all conversions happen within 1-5 hours (buy, call, visit a store).

- 55% less than 1 hour
- 26% between 1-5 hours
- 7% between 5-12 hours
- 8% between 12-24 hours
- 4% after 24+ hours

5. HOW TO SEE THE CUSTOMER JOURNEY IN GOOGLE ANALYTICS?

Google Analytics is one of the best tools to understand the customer journey of your own target group. Let's show how it works with some examples:

1. First, you need to determine what a conversion is. In the case of an online shop, this could be the sale of a product, sending a contact form, entering it into a newsletter or downloading a contract. The whole thing here refers only to online activities.

2. Once we've integrated the conversion into Google Analytics, among the many data we can see, the main area of ​​conversion is most important. The following subareas are particularly interesting:

Conversion > Attribution > Model Comparison Tool
This area shows in percentage terms what was the first interaction that led to the conversion, which was the last interaction, or the last indirect click (and much more). For me, one of the strongest features in Analytics when it comes to the customer journey. We dedicated an extra article to the model comparison tool.

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Conversion - Multi-Channel Funnels - Top Conversion Paths
Here you can see the Customer Journey par excellence. If you've set up a variety of conversions, such as subscribing to a newsletter, you can see exactly what the customer's path is through each channel. To out more about Facebook, Xing, Twitter, or Linkedin and how successful the channels are, go to Acquisition > All Access > Channels and click deeper into it. This also applies to the other channels.

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Conversion > Multi-Channel Funnels > Time Interval
How quickly do your customers make conversions? This question is answered in the Time interval section. The whole thing is calculated here in days and shows in most cases that the chance of a conversion is highest on the first day of contact. Of even more interest, of course, was the information from Google & Nielsen 2013 that 55% of all conversions in Google's mobile search happened within 1 hour.

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Remarketing example: If you know that 65% of all new customers convert within one day, they can try to get the customer back through AdWords remarketing after they've left their own website.

About Freddy Czaja

SEO is the air he breaths. If it has a bit of Oxygen, he doesn't care/ He likes his coffee black and cold.