Customer Journey of Mobile Users
Nguồn bài viết : Business2Community
Trước đây sử dụng funnel truyền thống là Awareness – Interest – Desire – Action.
Hiện tại đề xuất : Loyal – Active – Lapsing – Inactive. Mô hình này bỏ qua các bước phía trên như Awareness/Interest mà tập trung nhiều hơn vào phần sau khi user đã cài app. Điều này dẫn tới việc re-engage user để user có thể tiếp tục sử dụng app là quan trọng. Re-engage có thể thực hiện bằng nhiều cách, từ in-app, bắn notification cho tới gửi email, chạy quảng cáo re-targeting.
Update 16Jul :
Một bài viết khác tới từ AdExchanger cũng khá hay.
To me, it makes perfect sense. Customers now have journeys that cascade through the entire marketing funnel. And these journeys are enabled by competencies in those five categories. Over the past year, I have spent a lot of time talking about how that funnel is expanding. The mid-funnel, which was the historical sweet spot for CRM tactics, had expanded up the funnel with programmatic and people-based marketing, and down the funnel with personalization. But as reality has unfolded, the opportunity has permeated throughout the funnel. From awareness to consideration through conversion and even loyalty, the entire funnel is delivering the personalized customer journey using data, technology, analytics, programmatic and content as the enablers.Craig Dempster