Breaking Down Business Problems - (Increase Sales) Consumer Engagement Funnel

Breaking Down Business Problems - (Increase Sales) Consumer Engagement Funnel:

The consumer funnel outlines the most straightforward journey customers might take in their path to purchase. It is a helpful framework for connecting and engaging with customers along their journey. The effective marketing campaigns use a more comprehensive approach, such as full funnel marketing, designed to reach customers at every stage in the process. The audience narrows as we move down the funnel, and when we get to the bottom, we have shoppers who are most likely to convert, and, ideally, become loyal customers.

In the phase of awareness & consideration, brands use campaigns to attract new leads. In the conversion and loyalty phases, brands use campaigns to nurture current leads and, eventually, help grow customers into brand advocates.

Awareness:

Brand awareness is the familiarity with a brand, which could include knowledge of its name, messaging, tone and style, values and culture. The objective at the end of awareness phase is for your brand to stay top of mind for customers, so that when the time comes for them to make a purchase, they think of you.

Three different kinds of awareness:

1. Top of Mind/Salience: The first brand that comes to your mind when you think of a particular category. Ex. Apple iPhone [Full (non-skippable) ad on YouTube].

2. Unaided Awareness: The various brands you know in a particular category. Ex. Apple, Samsung, OnePlus [5 sec skippable ad on YouTube].

3. Aided Awareness: If you know a particular brand in a category. Ex. Do you know Samsung? [Logo placement ad on YouTube].

Consideration:

The objective of consideration marketing is increasing the likelihood that consumers will consider a certain brand and its products while shopping. At consideration stage, customers are trying to get to know a brand and discover what differentiates it from similar brands. Brands should focus on educating and informing customers in the consideration phase to help them understand how your product or service meets their need.

Consideration marketing solutions might include positive customer reviews, customer testimonials, case studies and webinars.

Conversion:

The objective of the conversion stage is to encourage shoppers to purchase a product or service and making them believe that the brand they have chosen is the right solution to their problem or meets their need.

This phase is brand's opportunity to invest in strategies that will help them stand out in their category and differentiate themselves from competitor products. In this phase, a well-detailed website product page is important, also creating an exceptional customer service experience to inspire customer confidence in their buying decisions.

Loyalty:

Brands can foster loyalty with a seamless purchase experience and delivering a quality product or service. By following up and nurturing connections with customers after purchase, brands can stay top of mind for shoppers.

Positive interactions with customers during and after the purchase stage can help influence whether they become repeat customers or not. In order to build loyalty, it's important to continue engaging with customers who have invested in your brand's products or services.

The brand's goal in each stage is to attract, inform, convert and engage customers.

Customer Acquisition Funnel:

Business Problem 1: Identifying what was wrong with the Shopify ad campaign:

Business Problem 2: Market share of BigBasket is declining: