Marketing – C6

Marketing funnel
Customer journey Lect. dr. Anca Anton
anca.anton@fjsc.ro
Marketing funnel
 Marketing funnel - configurare
● Marketing funnel (pâlnia de marketing/vânzare) = vizualizarea
procesului prin care clienții potențiali (leads*) devin clienți (*lead =
potential customer)
● Configurarea întregii activități aferente mixului de promovare
(promotional mix) ce duce la conversie/achiziție
● Configurarea variază în funcție de nevoile și specificul brandului
● Are 3 componente:
○ etape (corelate cu obiective de mkt/com),
○ mix tactici potrivite pentru atingerea obiectivelor fiecărei etape,
○ activități propriu-zise de implementare a tacticilor 4
Trust signs

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● Flipped funnel
= customer experience
funnel
- Pâlnie întoarsă
- Configurat pentru post-
achiziție, cu scopul
loializării și transformării
clientului în ambasador al
brandului
● Marketing funnel = un proces liniar, cu etape parcurse consecutiv
● Marketing funnel = un proces liniar, cu etape parcurse consecutiv
Customer journey
 Customer journey - configurare
● Customer journey – customer journey map
= pașii pe care potențialii clienți îi parcurg până la conversie
● Inclusă în strategia mixului de promovare (promotional mix)
● Proces non-liniar, configurat în jurul punctelor de contact
(touch points*) ale consumatorului cu brandul
● Instrument configurat în jurul personalizării experienței de
cumpărare a consumatorului
● Corelare frecventă cu Buyer/Customer persona
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* - ex: vizitarea unei pagini de pe site, deschiderea unui e-mail, o conversație cu agentul de vânzări etc.
Importanța punctelor de contact

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Touch points – ex. pt. Awareness
Digital/Online Offline

• Social media exposure • Traditional print, radio, tv, and mail

• Search engine interactions advertising
• Display and banner ads • Store locations
• Directory Listings • Community involvement
• Email Marketing • Direct sales
• Blogs
• Video
• SMS promotions
• Mobile Apps
• Affiliate Marketing
• Loyalty Programs

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https://www.synegys.com/digital-customer-journey-and-touchpoints/
Touch points – ex. pt. Consideration
Digital/Online Offline

• Website Content & landing page • In-store advertising

interactions (e.g. chats, etc.) • In-store events
• Webinars • Word-of-mouth
• Free trials
• Product/service demos
• Reviews & Testimonials
• Q&A sessions
• Discounts
• Digital in-store displays
• Influencer Marketing
• Geo-targeting

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https://www.synegys.com/digital-customer-journey-and-touchpoints/
Touch points – ex. pt. Purchase
Digital/Online Offline

• Website (account creation) • Staff engagement

• Website (online checkout • Showroom design
interactions incl. upsell / cross-sell)
• Billing
• Reviews & Testimonials
• Discounts
• Electronic Payment options

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https://www.synegys.com/digital-customer-journey-and-touchpoints/
Touch points – ex. pt. Experience
Digital/Online Offline

• Automated fulfillment • Order fulfillment

• Delivery and shipment tracking • Packaging
• Automated returns handling • Customer Service / Support
• Online help center • Returns
• Support Content (e.g. FAQs, How-
to-guides)
• Support Tools (e.g. reminder tools
for medication adherence)
• Email follow-ups
• Social media interactions

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https://www.synegys.com/digital-customer-journey-and-touchpoints/
Touch points – ex. pt. Loyalty
Digital/Online Offline

• Newsletters • Thank-you cards

• Social media/email interactions • Invitations to private events
• Loyalty program
• Personalized rewards

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https://www.synegys.com/digital-customer-journey-and-touchpoints/
Buyer/Customer/User persona
● Buyer/Customer/User
persona = profilul
clientului tipic, reiterat în
funcție de varietatea
tipurilor de clienți
● https://www.hubspot.com/make-my-persona

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Referințe C6
Marketing funnel
● https://www.marketingweek.com/mark-ritson-if-you-think-the-sales-funnel-is-dead-youve-mistaken-tactics-for-strategy/
● https://www.contentninja.in/dojo/digital-marketing/killer-marketing-funnel-examples/
● https://www.webascender.com/blog/27-tofu-mofu-and-bofu-content-types-for-your-sales-funnel-stages/

Customer journey
● https://www.questionpro.com/blog/customer-journey-map/
● https://www.salesforce.com/ca/blog/2018/08/marketing-funnels-customer-journey-maps.html?bc=DB
● https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/what-shoppers-really-want-from-personalized-marketing
● https://www.synegys.com/digital-customer-journey-and-touchpoints/

Customer persona
● https://www.questionpro.com/blog/how-to-create-an-ideal-customer-persona/
● https://buildsuccessfulstartups.com/user-persona-template/
● https://www.hubspot.com/make-my-persona

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