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Although this model is sufficient to fully understand and know the various cycles of the procedure, which starts from convincing the consumer and ends with the sale of the goods, it does not satisfy the question "how to accompany the consumer through the various phases and push him to purchase ? ”. We try to fill this gap with a quick and simple description of which channels can be exploited and activated for each of the stages of the funnel. Purchase Funnel – which means to use for each communication objective Awareness : "brand and/or product awareness in the consumer's mind".What are the channels to use: All media, classic/tabular advertising Display advertising/ What are the media objectives: GRP = maximum coverage/reach on target Impression Consideration : The goal in the middle-funnel phase is to demonstrate that your product is better than thatC Level Executive Email Lists of the competition. In fact, in this phase, the consumer is researching the product in question and comparing its functional characteristics with those of others. What are the channels to use: Any means capable of telling the product and/or its story Social Media Site What are the media objectives: OTS (opportunity to see) in order to generate memories and enter the short list Reputation : in web marketing this step reflects and denotes the consideration and esteem that users have for the brand.
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What to work on, which channels to activate: Content Marketing Influencer Marketing Social Media Engagement : process that leads to the formation of an emotional and/or rational bond between the brand and the user. What are the channels to use: Social Media Events Videos (such as tutorials) Objective (media and beyond): Consumer time, entering the micro-moments of our user Interactions, shares, likes Purchase : the final act of purchase. What are the channels to use: Sampling Coupons Creation of Lead campaigns Loyalty : "reiteration of the purchase act: a customer who, after the first act, continues to buy the same brand, the same product".
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