Challenge in online marketing
In online marketing, a lot of potentials is given away. Why? Many decision-makers focus their activities only on the quick sale or the short-term generation of leads. In the short term, that may also make sense. In the long run, this strategy will not be successful. The number of users who are really ready to buy is relatively low. Target groups that are still at the beginning of their decision-making process are not reached at all. So it’s critical to reach and engage potential customers right at the beginning of their decision-making process.
The SEE-THINK-DO Framework
In the various stages of the purchasing decision process, users have very different information and interaction needs. The SEE-THINK-DO framework by Avinash Kaushik is a model for mapping these phases. The basic approach of the model is that the target groups are at the forefront of consideration and evaluated differently depending on the stage in the decision-making process.
n the SEE phase, there are people who may not yet know our product but are fundamentally interested in topics related to our product. Here we are talking about the largest achievable and relevant target group.
Already one step further – in the THINK phase – are the people who are THINKING to buy a product that we offer. This target group signals their buying interest through their surfing behavior.
In the DO phase, we finally find the people, who WANT TO HAVE our product. These people are ready to buy and we just have to convince them of our offer.
Measurability of the individual phases
This subdivision makes it clear that the target groups have to be addressed very differently in the individual phases. The SEE-THINK-DO model assigns individual KPIs to each phase.
A concrete purchase request certainly does not lead to success in the SEE phase. Here it is important to make my company known and to invite the target group to deal with my products. Conversion rate and turnover are therefore out of the question as success indicators in the SEE phase. If you build awareness, you will, first of all, reach new visitors to the website. These visitors start their first interactions, for example through discussions on the social channels or on the blog.
The performance of our efforts is assessed very differently during the THINK phase. For example, it makes sense to look at the clickthrough rates on our AdWords ads or SEO snippets. How deeply do people look at my website? If people are really interested in our offer, sign up for our newsletter or download white papers or other information. Say: you trigger micro-conversions that do not yet have a real monetary value. In addition, you should include the preparatory conversions in the consideration of the THINK phase.
In the DO phase, then, we have the hard KPIs and we measure the success of our activities, e.g. based on conversion rate, revenue, or profit. Is the cost-per-lead profitable? How many users are in the shopping cart?
In order to be able to record these key figures reliably, it is necessary to have error-free tracking. Web analytics is just as important as online marketing itself. Only those who have valid data can make the right decisions. Interactions between different channels can only be shown if the traffic through the channels is recorded really error-free.
Online Marketing Channels in the SEE-THINK-DO Framework
In the individual phases of the SEE-THINK-DO model, target groups with very different information needs are addressed and assessed differently. Based on the different measured values (KPIs), it becomes clear that different online marketing channels have to be operated in the individual phases.
In the SEE phase, it is particularly important to be noticed or to gain a higher profile. It is better to use channels with a push character. Programmatic Advertising can reach large relevant target groups. Video Advertising on YouTube generates high to reach. With content, marketing content can be targeted. Via social media, I increase the interactions. Combined with the most accurate targeting possible, these channels ensure long ranges with low scattering losses.
The THINK phase is about providing the prospective customer with more information and inviting them to engage with my offer. The watching user becomes a searching user. Search engines are very important in the THINK phase. Using SEO and Google AdWords, search queries can be very targeted and highly relevant. Newsletter subscribers can be delivered content and information by e-mail. Intelligent Remarketing ties the target groups closer and closer to our company.
In the DO phase, you then finally harvest what you have sown in the SEE and THINK phases. The speech is now clearly transaction-oriented. Above all, Google AdWords, Shopping, and Remarketing are now fully exploiting their strengths. SEO provides a positive user experience through optimized product pages. Shopping cart dropouts can be offered a discount via e-mail marketing in order to persuade them to buy.