Create a roadmap for marketing in context
Seven stages comprised of three macro phases
ATTRACT
You focus on attracting more visitors vs. optimizing the experience or improving your relevance to visitors. Stages include:
1. Initiate—static websites, basic analytics, email blast capability
2. Radiate—increase in channels beyond email, content becomes outside-in
3. Align—digital goals start aligning with strategic objectives
CONVERT
You’re more focused on engaging visitors and converting on important digital goals that will drive business. Stages include:
4. Optimize—improving key customer experiences using testing and personalization, monitoring and optimizing content, and collecting better customer intelligence
5. Nurture—enhancing customer experience by connecting more channels and increasing total conversions
ADVOCATE
You’re focused on creating strong customer advocates. This requires valuable customer insights across multiple teams, systems, and touchpoints. Stages include:
6. Engage—connecting different online and offline customer data repositories to empower a single view of the customer
7. Lifetime Customers—using customer insights with intelligence, predictions, and agility as a key competitive advantage
Tactics and metrics mature with each stage
Initiate
- Brand-centric content
- SEO
- Email broadcast
Radiate
- Mobile, social, PPC channels added
- Messages integrated cross-channel
Align
- Campaign optimization
- Assessing quality of customers
- Comparing cross-channel effectiveness
Optimize
- Personalization
- A/B testing
- Tracking customer behavior
- Personal profiles
- Communities for sharing
Nurture
- Customer-centric, trigger-based dialog
- Collecting explicit and implicit customer behavior
- Automated flows
Engage
- Connected customer data regardless of touchpoint
Lifetime Customers
- Data-driven marketing
- Data at every touchpoint is immediate, relevant, predictive
- Automated data analysis and optimization