1. SEE THINK DO CARE (AWARENESS) (CONSIDERATION) (PURCHASE)
Touchpoints (on and offline)
Content Marketing channels
Customer context Devices
Generic keywords (i.e running shoes) Credibility and trust
Brand story
Touchpoints (on and offline)
Content Marketing channels
Customer context
Relevant keywords (i.e Nike running shoes) Credibility and trust Re-targeting
Devices
Touchpoints (on and offline)
Content Marketing channels
Context Relevant keywords (i.e Nike Performance Black + price) Credibility and trust
Devices
Touchpoints (on and offline)
Content Owned channels
Context
Relevant keywords (i.e Nike Performance care instructions) Credibility and trust
How do we establish a relationship with the customer so that they will return to us?
(AWARENESS)
(CONSIDERATION)
(PURCHASE)
(AFTERCARE & LOYALTY)