Stages of choosing effective advertising channels based on KPI
Posted: Sun Feb 02, 2025 5:41 am
In order not to make a mistake in choosing the most effective advertising channel, it is worthwhile to have a good idea of the customer's path. Below in the table we have tried to describe all the stages as clearly as possible.
For each of them we will write down a KPI.
Stage Description of the stage KPI
Formation of need
At this point, the person has no need to hotmail email list purchase a product / contact your company or a competitor. He either does not think about this problem or does not feel the need to solve it immediately.
Percentage increase in demand and size of a market or a specific segment
Finding a solution
After realizing the problem/need, a person begins to look for different options/ways to solve it and evaluate the possibilities of all offers (yours, competitors). Until a person has a clear intention to make a purchase. The comparison process is underway. It is important to attract people from the previous stage specifically to your niche
Percentage of coverage (and quantity) of target audience from the previous stage
Collecting the necessary information
A potential client has found a solution to their problem/need. They are considering the market segment they have chosen. They are conducting a comparative analysis of you and your competitors.
Directing targeted traffic to a content point
Sales Funnel: Initial Introduction
A more detailed study of the selected company or product through websites, forums, reviews, visiting retail outlets, and communicating with consultants.
Engagement: depth, time, bounces, subscriptions, page chains
Sales Funnel: The Purchasing Cycle
Don't make the mistake of many marketers and consider the customer cycle complete at this stage. It's still only half the journey.
Sales, including deferred. Sales after returns from refusals. Actions leading to sales
Post-sales cycle
After the purchase is made, the customer experience period begins, that is, the time when a person uses the purchased product. This is the most favorable time for upselling. The process of forming a positive or negative impression of you and your product occurs.
LTV — sales over time. The ratio of positive reviews to negative ones and to recommendations to friends
Recommendations
Customers who come to you through recommendations are the lowest-cost. The key metric is customer recommendation value (CRV), which means how much money was earned and saved with the help of customers who came through recommendations.
CRV (customer recommendation value) — the amount of money earned from customers who came through recommendations. How much was the savings (such customers do not need to be taken through the entire path)
3 Reasons Why Advertising Channels Don't Work
Advertisements are not seen by potential clients
Is it always enough for your advertisement to be seen by potential customers? Of course not! Just by watching a TV commercial, reading an article in a newspaper or magazine, a person may pass by and not show the necessary interest in the company and the product. And your task as an advertiser is to make sure that a person becomes interested in the product while watching the advertisement.
Many of us simply change the channel when an ad starts, or use this time to take a tea break. Especially if your target audience is young people. In this case, you will have to be even more inventive to attract the attention of this category of clients.
3 Reasons Why Advertising Channels Don't Work
Source: MUNGKHOOD STUDIO/ shutterstock.com
Let us repeat, the choice of advertising channel depends on the age of your target audience. For young people, thematic sites, forums, blogs and Instagram are effective. For the older generation, VKontakte, Odnoklassniki, TV, and radio are suitable.
The money invested in advertising must first and foremost work and bring you profit.
Read also!
"Native Advertising Examples: When You Shouldn't Go Forward"
Constantly monitor your target audience, studying its interests, channels for receiving the necessary information. Then your advertising campaigns will be most effective.
Without knowing your customers and their needs, none of the advertising channels you choose will bring you the results you need.
Low quality advertising
In the age of modern digital technologies, there are many opportunities to make a truly high-quality advertising product. It is not worth saving on the creation of a worthwhile advertising video or audio clip/banner/website.
Incorrectly chosen priorities
When developing the concept of an advertising campaign, clearly define the goal of why you need advertising: to maintain a high image of the company, increase sales and attract more customers, promote an updated product line or another goal.
For each of them we will write down a KPI.
Stage Description of the stage KPI
Formation of need
At this point, the person has no need to hotmail email list purchase a product / contact your company or a competitor. He either does not think about this problem or does not feel the need to solve it immediately.
Percentage increase in demand and size of a market or a specific segment
Finding a solution
After realizing the problem/need, a person begins to look for different options/ways to solve it and evaluate the possibilities of all offers (yours, competitors). Until a person has a clear intention to make a purchase. The comparison process is underway. It is important to attract people from the previous stage specifically to your niche
Percentage of coverage (and quantity) of target audience from the previous stage
Collecting the necessary information
A potential client has found a solution to their problem/need. They are considering the market segment they have chosen. They are conducting a comparative analysis of you and your competitors.
Directing targeted traffic to a content point
Sales Funnel: Initial Introduction
A more detailed study of the selected company or product through websites, forums, reviews, visiting retail outlets, and communicating with consultants.
Engagement: depth, time, bounces, subscriptions, page chains
Sales Funnel: The Purchasing Cycle
Don't make the mistake of many marketers and consider the customer cycle complete at this stage. It's still only half the journey.
Sales, including deferred. Sales after returns from refusals. Actions leading to sales
Post-sales cycle
After the purchase is made, the customer experience period begins, that is, the time when a person uses the purchased product. This is the most favorable time for upselling. The process of forming a positive or negative impression of you and your product occurs.
LTV — sales over time. The ratio of positive reviews to negative ones and to recommendations to friends
Recommendations
Customers who come to you through recommendations are the lowest-cost. The key metric is customer recommendation value (CRV), which means how much money was earned and saved with the help of customers who came through recommendations.
CRV (customer recommendation value) — the amount of money earned from customers who came through recommendations. How much was the savings (such customers do not need to be taken through the entire path)
3 Reasons Why Advertising Channels Don't Work
Advertisements are not seen by potential clients
Is it always enough for your advertisement to be seen by potential customers? Of course not! Just by watching a TV commercial, reading an article in a newspaper or magazine, a person may pass by and not show the necessary interest in the company and the product. And your task as an advertiser is to make sure that a person becomes interested in the product while watching the advertisement.
Many of us simply change the channel when an ad starts, or use this time to take a tea break. Especially if your target audience is young people. In this case, you will have to be even more inventive to attract the attention of this category of clients.
3 Reasons Why Advertising Channels Don't Work
Source: MUNGKHOOD STUDIO/ shutterstock.com
Let us repeat, the choice of advertising channel depends on the age of your target audience. For young people, thematic sites, forums, blogs and Instagram are effective. For the older generation, VKontakte, Odnoklassniki, TV, and radio are suitable.
The money invested in advertising must first and foremost work and bring you profit.
Read also!
"Native Advertising Examples: When You Shouldn't Go Forward"
Constantly monitor your target audience, studying its interests, channels for receiving the necessary information. Then your advertising campaigns will be most effective.
Without knowing your customers and their needs, none of the advertising channels you choose will bring you the results you need.
Low quality advertising
In the age of modern digital technologies, there are many opportunities to make a truly high-quality advertising product. It is not worth saving on the creation of a worthwhile advertising video or audio clip/banner/website.
Incorrectly chosen priorities
When developing the concept of an advertising campaign, clearly define the goal of why you need advertising: to maintain a high image of the company, increase sales and attract more customers, promote an updated product line or another goal.