Detail-rich consumer journeys powered by intent

Jun 29, 2020

So far we have learnt that intent data can help brands unlock motivations and moments. Today we will use intent data to create a fully formed, detail-rich journeys to drive business growth.

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Last week we discussed the four truths of consumer intent. One of the truths was that consumer intent is full of moments. Moments that brands can map to better understand the consumer along their journey.

Consumer journeys are not new. They are a great way to explain to clients how consumers search and find your brand in a linear phased approach.

Shaun Polidano Consulting Consumer Journey

The funny thing is, no journey is streamlined. Each phase isn’t equal, length of time is varied and we don’t ever understand the motivation before their journey begins.

So far we've learnt that intent data can help brands unlock motivations and moments. Today we will use intent data to create a fully formed, detail-rich journeys to drive business growth.

Continuing with my love for SciFi, Chrisjen Avasarla from the Expanse said “Never listen to what people say. Just watch what they do”.

The know, question, brand, do and go framework

Each touchpoint along the consumer journey can be assigned to one of the following categories: Know, question, brand, do or go.

These categories help brands to watch and measure how many times the consumer steps in and out of each phase to fulfil their intent.

Also to note, a consumer can begin their journey anywhere within the framework. At Shaun Polidano Consulting, I weight each category based on the output of intent. This allows brands to measure where they need to dial-up or down their messaging for effective marketing results.

Know

Definition: The consumer is looking for information on topics, products or services. This is generally where the consumer would start, and covers a large portion of keyword searches being typed into a search bar every single day.

Where would it sit within the consumer journey? Across all of it, know is a cornerstone and will be a common step within their journey.

Question

Definition: The consumer is interrogating the topic, product or service to understand or get familiar with it. This is where the consumer is most interested in the given subject and are looking to resources or brands to give them the answer.

Where would it sit within the consumer journey? Across all of it. They are aware of the want or need and are trying to find more information to move further through the journey.

Brand

Definition: The consumer is aware of your brand and is wanting direct access to the products or services that you offer. They are highly engaged with you or are wanting to compare you to similar brands or products.

Where would it sit within the consumer journey? They are either considering you as a brand or have a direct relationship with you post-acquisition.

Do

Definition: The consumer is wanting to interact with your brand by either; buying, downloading, signing up or registering.

Where would it sit within the consumer journey? Acquisition, adoption and retention. The consumer is looking to fulfil their need by interacting with your brand and complete their journey.

Go

Definition: Navigation is an at-need response to get to a physical location or destination. Consumers are wanting to engage with your brand offline.

Where would it sit within the consumer journey? Acquisition, adoption, retention and expansion.

Shaun Polidano Consulting KQBDG Framework

In summary

The know, question, brand, do and go framework enables brands to better understand how consumers move through their journey. It grants brands the ability to “watch and interact” with consumers at the right time and with the right message.

When an automotive brand used this framework for a product launch, they devised an effective marketing strategy on how to best engage their customers across the journey. It led to an unprecedented 6,000 enquiries at a CPA of only $0.66.

For more information on how consumer intent can turbocharge your marketing, contact Shaun Polidano Consulting today.

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