Step in the Customer Journey |
Type of Content that Supports the Customer |
Awareness (FEEL) |
Content that raises awareness of a problem or solution, content that sparks curiosity, invokes strong feelings |
Gathering Information (THINK) |
Content that informs a customer and helps them make a decision |
Action (DO) |
Clear Call to Action, Promotional Strategy |
Step in the Advertising Sequence |
Description |
Pilot |
Short burst campaign at low spend that makes sure the ads work as expected |
Flight One: Awareness of Problem |
Content that builds awareness of problem and solution; inspires, evokes feelings, piques curiosity |
Flight Two: Sales or Conversion |
Strong call to action or promotion intended to drive immediate action with urgency |
Retargeting |
Reminders delivered throughout the campaign to people who have gathered information but not yet made the decision to convert |