Month: April 2017

How to map your business objectives to the different phases of your Consumer Decision Journey.


Woman checking smartphone while shopping

The customer decision journey by McKinsey has become the model for learning about how our customers approach a purchase decision. What results can you obtain if this model is aligned with your business objective and customize this process better for your customer?

Initial consideration Set – In this phase of the customer decision journey, they want to relate with good brands they are familiar with or one that solves a particular problem. The question a firm should be asking is, do consumers recall and recognize my brand? And will they make my brand part of their decision-making process?

Active evaluation – At this stage, the consumer is researching, asking family and friends or people they know who have that product or service. In order to be effective and in winning this stage, firms should be asking, do my products satisfy consumers need? This will generate answers to help the firm influence customer consideration.

Moment of Purchase – At this point in the customer decision journey, firms want to know if their sales efforts are resulting in wins for their brands. If not a firm has to improve their sales process. There could be issues with their product placement or loopholes in the sales process that make final decision making difficult for customers.

Post Purchase Experience– Firms put a lot into building expectation and trust and when a customer makes a purchase they expect to see some of what was promised during their decision journey. Firms should carry the pre-sales wooing experience to post sales since that is what customers will remember most. One question that will help firms achieve this is, does the experience I deliver fulfill my customer expectation?

Experience and Loyalty Loop – Every firm will do anything to be in this phase where their customers keep coming back and also become their brand advocates. They use and also recommend their products to friends and family members, thereby shortening the journey for new clients and more wins for the brand.  Firms who are not at this stage yet could be asking, how do customers advocate for my brand?

By Akwasi Oppong, Web This Marketing

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How Social Media Credibility Impacts your Marketing Strategy

Web This, Akwasi Oppong

Social media has changed not only how we interact with friends and family but also how we do business and interact with our customers. Companies of all sizes have joined in to see how social media can add value to their business and also increase revenue.

All marketing experts believe social media helps grow businesses. However, it has been very hard to quantify the direct effect of social media on sales. In the Infographic by Adweek and Social Times titled “Examining the current State of Social Marketing” written by Kimberlee Morrison, one of the challenges they found was linking social media campaigns to Sales/Revenue.

The report goes on to say nearly half of top marketers said they have not been able to demonstrate social media spending’s effect on their business, and only 15% of marketing officers have been able to demonstrate Social Media’s quantitative effect on their business. However, the evidence shows that Social Media Marketing does work.  54% of B2B marketers have generated leads from Social Media.

Being able to follow the conversion from Facebook likes to a long term customer has not only been hard to measure but also track.

“Social Media Credibility is the perceived image a customer gathers about a company based on what others are saying about them on social media.”

This includes how the company is listening, interacting and also responding to customers request and above all creating a buzz about their brand. So what does Social Media Credibility do for you? While those who follow and like your social media page may not be your customers they create a likability factor for your real customers to stay, interact and do business with you.

The real measure of your post, likes and followers on social media is how it makes new visitors feel about your brand. Today, before a company enters into any contractual agreement with another company, their social media presence is one way of doing due diligence to take a social measurement of what people are saying about the company and also how they are responding.

This gives a real life profile of the company far better than any self-written corporate capability statement.

Social Media Credibility is what makes you want to go to the restaurant in a busy downtown with a long line of customers waiting while others with similar services have no customers. In a way, it is like a celebrity endorsement of a brand but this time the celebrity is you and me who have used and experienced the brand. The endorsement is even more credible since we are not being paid to endorse the product or brand.

How do I measure my Social Media Credibility? Here are some thoughts to help determine your social credibility.

  • How current and relevant are your posts?
  • Do you have a good combination of text, videos and images on your social media?
  • How well are you engaged in Social Listening and response to followers even when the comment is not in your favor?
  • If your industry is very technical plan some fun post that get people talking outside your industry focus. This will make them curious about your company and connect to know more thereby building your credibility.

Professor Hari Sundaram at the university of Illinois is working on a study in which he is using an app to study the behavior of people who want to adopt new habits but somehow cannot seem to change. He gives an example on healthy eating saying, if you are about to go out for lunch and you get an alert on your phone that  7 out of 10 of your friends have just eaten salad this may influence your food choice.

This will help motivate you to attain your desired behaviors by the choice of food your friends made. In this instance, you are going to be influenced by the actions (likes) that you see or have experienced which will make you more likely to adopt a similar behavior.

In conclusion, we are influenced by the decisions people have made in the presence of social signals, knowing what your friends or other people are doing at a particular time will influence your choice.

In the context of Social Media we are influenced by our perception of a product of brand by how others are interacting with it. We may end up buying an item even though the people who liked it on social media, “just liked it”.

By Akwasi Oppong. Web This marketing

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Marketing objectives for an effective Marketing campaign

Marketing objectives for an effective Marketing campaign

Building Awareness
The goal of every business is to sell their products and services. In order to do so consumers have to be aware of their brand, know what they do best, what problems they solve and for existing customers an opportunity to know what new products or innovation their favorite brand has to offer.

It is not a coincidence that when a home buyer is looking at features in a new home they may say, “ The house has a Jacuzzi”. The reality is the house has a hot tub but irrespective of the brand customers have become very aware of the Jacuzzi brand. A few years ago in the early years of the high-tech boom, one could be heard asking, “can you Xerox these documents for me?”, meaning can you make some photo copies. Xerox was a familiar brand to most consumers and still is today.

One way to build brand awareness is to make your brand so easily available and accessible to consumers and have people talking about it. Dropbox did this so brilliantly by offering existing users 500 MB of extra storage space for every friend they refer who signed up (up to 16 GB). Back when Dropbox was still new, this referral program helped generate a huge number of sign-ups saving them countless advertising dollars. Dropbox now is a familiar brand among its competitors.

Influence Consideration
Being able to influence a customer at the Zero Moment of truth is critical in shifting their purchasing decision in your favor. When a customer is considering a product the decision can be made based on a wide range of issues. Having a better understanding of what customers want and making sure your product or service satisfies their need is critical. 

Improve Sales Process
The goal of every firm is to make a profit through sales, and when the sales numbers are not showing, the process has to be examined to determine where the bottlenecks exist. A company could have a great product or service, however, if the sales process is not well aligned to the actual activities of selling the product, like visibility and availability. If customers can touch and feel the product, it forms an emotional connection which is more likely to result in a purchase.

Reposition the Brand
All firms have a goal of solving problems and providing services. The question firms should be asking is how their product is meeting customer expectations, and what steps they can take to understand what their customers really want.

The challenge most businesses have is, they try to be too many things to too many customers and end up not meeting any expectations at all. Educating customers about your brand will help them understand how their needs can be meet with your product.

Grow Loyalty
Having a product or service where customers keep coming back is the ideal place every firm or business want to be. Customers who advocate for you on the benefit of your products is the ultimate place to be in the marketing process. This means you customer knows your brand, have used it and enjoyed your sales process and are now brand ambassadors of your brand.  

Not only do they go out of their way to promote it but they also build consumer confidence in your Brand. 

By Akwasi Oppong, Web This Marketing

Learn More about our Web Design and digital marketing service.