Are you curious about what a digital shopping trip is, how it can be used and what it gives you? In this blog post we find out exactly that. We also tell you about the model for buying travel we use: See-Think-Do-Care. Read on and you might get a real aha moment!
What is a digital shopping trip?
A digital purchase journey is the customer's journey to purchase and beyond. Often the buying press is used as a tool to start a new way of thinking, where you leave your own perspective from the inside of the company and try to understand the customers point of view. For example, by reflecting on their needs, thoughts, challenges, behavior, driving forces and expectations at different stages before and after purchase. Based on what you come up with, you can then customize your marketing to the recipients. Our SEO Agency is happy yo help.
You win by working on a digital buying journey
When you have the customers' perspective as a starting point, you can really be sure of your digital marketing. You go from reaching the right audience to reaching it with the right message at the right time.
By working with a digital buying journey as a tool you will gain a whole new understanding of your target group. Getting to know the customers is not only fun, it also provides better conditions for meeting and exceeding their expectations. Once you have done that, they are more likely to choose you over a competitor. People tend to choose companies they are already familiar with, and even more likely to have a positive relationship with.
Our chosen model for shopping trip: See-Think-Do-Care
There are many models for the buying press. The one we use in our own work is called See-Think-Do-Care. This framework has been developed byAvinash Kaushik, which has an impressive resume. Among other things, he is "The Digital Marketing Evangelist for Google".
We have chosen the See-Think-Do-Care model for two reasons. On the one hand, it is compatible with most companies, and on the other hand the importance and purpose of the phases is easy to understand and work with. Then we compare with other frameworks such as Attention-Interest-Desire-Action-Satisfaction (AIDAS) and Awareness, Consideration, Purchase, Retention, Advocacy (ACPRA).
The model divides the audience for your marketing into four groups based on their intentions. According to the model, marketers must work to reach people in all phases. Here's how we define the different groups and the purpose of the marketing we're targeting:
An example of the digital purchase
It is easier to understand this with an example, so let's say your company sells Danish design furniture. The groups in the buying press can then digitally look like this:
- See: people who can and want to spend money on design for their home.
- Think: people who can and want to spend money on design for their home, and are thinking about changing their current interior.
- Do: people who can and want to spend money on design for their home, and want to change their current decor now .
- Care: people who have made a purchase at your Danish design furniture store.
The people in the See phase have no intention of buying any furniture right now. But they are still potential customers. For sometime in the future, resourceful people with a design interest will probably want to decorate their homes with design furniture. Therefore, you should make people in the See phase familiar with your company so that they have your brand in mind. For example, to reach people in the See phase, you can work with targeted advertising on social media and with banner ads on the Google Display Network.
So to the Think phase. The people in this phase have gained a certain interest in design furniture, perhaps through marketing or an event in real life. To capture people in the Think phase, it is brilliant to be visible in search results, both with advertising and search engine optimization. The Danish design shop could work with an active company blog that gives inspiration to the interior design enthusiast, for example with tips on the latest trends or how to mix designs in a good way.
People in the Do phase are basically ready to click home new furniture. And you want to maximize the number of purchases completed. Here it is important to be in the right place at the right time and to have a clear message that matches the target group's wishes. For example, we can work with remarketing, that is, advertising to people who have visited your site, to remind them that you and your design furniture exist. With dynamic remarketing, we can even show you the products they have looked at. In the Do phase, it's important to forge while the iron is hot, so finding your site on Google is easy. It is just as important that the website makes it easy to make purchases online or find the address of your physical store.
Once a customer has purchased design furniture from you, they enter the Care phase. It's time to nurture your customer relationship to build loyalty. People in the Care phase might appreciate an inspiring Instagram feed and a newsletter telling them about new collections, offers and blog posts. Of course, it is also important that practicality is right. For example, they can find a FAQ page on the site and get in touch with customer support if something should mess with the order.
This is an example, but the digital buying press can be used in different ways by different companies!
One way to increase your competitiveness
Many companies spend huge amounts of time and money on advertising against the digital buying Do's phase. By starting to use See-Think-Do-Care, you can identify gaps in your marketing that you may have never reflected on before. Or find out that you are the best in town of course. But it can almost always be better!
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