Unit 2 Prepare Digital Marketing Strategy - Part 3

Unit 2 Prepare Digital Marketing Strategy - Part 3

2.4) Digital Marketing Models and Approaches that Influence Customer Purchase Decisions

3 Models and Approaches

2.4.1. Concept of the Traditional Marketing Funnel

2.4.2. Consumer Decision Journey

2.4.3 Moment of Truth (MOT)

Multiple Select

The Marketing Funnel

• It is a visualisation

• for understanding the process of turning leads into customers

• nurture prospective customers through the purchasing decision

• nurture prospective customers through the selling decision

Three core stages of the digital marketing funnel

Stage 1 - Create Awareness / Lead Generation

Stage 2 - Build Interest / Lead Nurture

Stage 3 - Support Sales

Multiple Select

Create Awareness /

Lead Generation

• Stage 1

• Goal - make people aware of the problem

• Goal - help people understand the benefits of the solution

• free offers for educational content like infographics and webinars

• is a form of pressure selling

Multiple Select

“Middle of Funnel” - Build Interest / Lead Nurture

• Stage 2

• education, research, evaluation and justification

• more detailed insights about problems and the solutions

• to move people closer to making a purchase decision

• free offers for educational content like infographics and webinars

Multiple Select

“Bottom of Funnel”—Support Sales

• Stage 3

• buyer converts from a prospect into a customer

• produce content that triggers a user into action

• free product trials, product samples and product demos

Multiple Select

2.4.2. Consumer Decision Journey

consumers form impression of brands from touch points, such as advertisements, news reports, conversations with family and friends, endorsements by celebrities and popular bloggers, and product experiences.

The decision-making process is a circular journey with four phases

• initial consideration

• active evaluation

• closure

• post-purchase

• product returns

Multiple Choice

With the decision-making process

active evaluation is

• when consumers buy brands

• the process of researching potential purchases

• when consumers experience them

Multiple Choice

2.4.3 Moment of Truth (MOT)

moment when a customer/user interacts with a brand, product or service to form or change an impression

There are ____________ moments of truth identified.

• 1

• 2

• 3

• 4

• 5

Multiple Select

First Moment of Truth (FMOT)

customer is first confronted with the product

• within the first 3-7 seconds

• within the first 7-12 seconds

Multiple Select

First Moment of Truth (FMOT)

"moment a consumer chooses a product over its other competitors’ offerings".

During this time that marketers have the capability of turning a browser into a buyer.

• True

• False

First Moment

of Truth (FMOT)

It is the "moment a consumer chooses a product over its other competitors’ offerings".

Multiple Select

Second Moment of Truth (SMOT)

When a customer purchases a product and experiences its quality as per the promise of the brand.

There can be _____________ second moment of truths for every time the product is consumed

• single

• multiple

Multiple Select

Third Moment of Truth (TMOT)

Consumers feedback or reaction towards a brand, product or service

Consumer becomes a

• brand advocate

• brand executor

Multiple Select

Zero Moment of Truth (ZMOT)

• research conducted online

• before taking any action

• buy the product

Multiple Select

Actual Moment of Truth (AMOT)

• new post-purchase experience gap

• after a consumer has made a purchase

• before a consumer has made a purchase

• before they have received the product