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See-Think-Do: A Content, Marketing, Measurement Business Framework

kaushik.net
Existing customers need their own See ? Think ? Do strategies. I hope this post has enough material for you to create strategies that ensure you Coddle your customers. I promise to write something on my own See ? Think ? Do strategies for the Coddle audience in the future.
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 295-297 | Added on Tuesday, 17 September 13 12:38:13
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Any company that treats its existing customers in an indulgent way will have to spend less getting new people into the door. Instead, they create (remember this pre-social media phrase) word of mouth, they create brand ambassadors. Existing customers are your buffer in bad times,
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 291-292 | Added on Tuesday, 17 September 13 12:35:38
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Epilogue: The See ? Think ? Do ? Coddle Framework
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 272-273 | Added on Tuesday, 17 September 13 12:34:36
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The only surprise might be Loyalty. I consider it to be a powerful Do stage metric that exposes the customer behavior of multiple visits leading to one conversion.
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 255-256 | Added on Tuesday, 17 September 13 12:31:42
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We want people to engage with our ads (Click-Thru Rates). If they come to the site (mobile/desktop), we want them to not bounce and to engage with the site (Page Depth), and we want at least some of them to complete some micro-conversions that start a relationship with our brand (Per Visit Goal Value). Finally, we want to know if some of these marketing channels (Display, PPC, YT, Email, etc.) are engaging an audience in the Think stage that might convert in the future (% Assists).
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 250-254 | Added on Tuesday, 17 September 13 12:31:10
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If your strategy is primarily Social, measure success using the best social media metrics: conversation, amplification, applause. For Display and PPC and SEO, consider measuring increased brand awareness. Some of these marketing mediums will send traffic to your site, measure their effectiveness at driving a new audience to you from the See stage (if your ads are targeted right), measure New Visits.
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 242-246 | Added on Tuesday, 17 September 13 11:19:04
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PPC works for Think and See stages. It does help you find people who wear clothes and people who wear clothes who think they might need some. But if you use an imprecise view of success, like conversions, you are not going to find those people.
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 221-223 | Added on Tuesday, 17 September 13 11:14:53
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depending on which benchmark you want to use, the average ecommerce conversion rate is around 2%. You are judging the success of your entire marketing strategy through that two percent lens. And when you do that, you make bad decisions about your marketing effectiveness. Only people in the Do consideration stage are ready to buy, or close to ready to buy. You should absolutely measure the success of your Do stage marketing portfolio based on that metric
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 208-211 | Added on Tuesday, 17 September 13 11:09:51
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In each area for which you ask the questions, optimize what you do currently (question one) and then figure out the best way to expand your efforts to take advantage of the available opportunity (question two).
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 189-190 | Added on Tuesday, 17 September 13 11:08:45
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Why is it that your Affiliate program is targeted only to the bottom of the Do stage? Oh, that makes sense. It is the people who Google "Brand Name Coupon Code" after they see the "Enter Coupon Code" in your Shopping Cart. :)
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 184-186 | Added on Tuesday, 17 September 13 11:08:16
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You get to ask two questions: 1. Is our ad creative, targeting and purpose properly aligned with the consideration stage and audience? 2. Is this all we can accomplish from display advertising on the Internet?
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 155-157 | Added on Tuesday, 17 September 13 11:00:27
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You will send email type A to people in the See stage and email type B to people in the Think stage.
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 145-146 | Added on Tuesday, 17 September 13 10:59:35
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If your audience is in the Do stage, your ad creative will be much more focused (lots of intent signals possible), your ad targeting strategy will be intent-specific (retargeting, driven by prior history, full of intelligence from other customer like-type behavior, etc.), and your ad purpose will be to drive a $$$ outcome. If they want to spend, you want to show up first, smile, give them what they want, and take their money!
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 136-139 | Added on Tuesday, 17 September 13 10:59:08
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If it is for the audience in the Think stage, your ad creative will be a little narrower (so many ways to detect the initial hints of intent), your ad targeting strategy will be more specific (specific types of sites, content-driven ads, stronger ties to a particular category), and your ad purpose will be to present the value of your brand but also to drive some initial direct engagement with the brand (micro-conversions, for example, such as email address, video views, app downloads), a way into slightly stronger relationship with a possible future online or offline customer.
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 132-136 | Added on Tuesday, 17 September 13 10:59:03
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When we buy display advertising, who are we solving for? Is it for the audience in the See stage? Is it for the audience in the Think stage? Or, is it for the audience in the Do stage?
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 127-129 | Added on Tuesday, 17 September 13 10:58:46
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Utility Marketing bucket
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 122-122 | Added on Tuesday, 17 September 13 10:58:31
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Walgreens does have a mobile app. And I believe it is a very good example of See, Think and Do . Unsurprisingly they are good at the Do consideration stage. It is a pretty cool app (like Walmart) ? you can buy stuff and the experience is smooth. Big whoop, right? Now it gets better. For the Think consideration stage customers, they have handy dandy things like Pill Reminders. What a clever way to constantly stay connected to the customer! It is not directly connected to making people buy stuff now, but surely they will in the future. And when they are ready to buy, there are clever ways to get your refills, or ? even better ? simply scan the prescription bottle you get from Walmart and, in a second, transfer that prescription to Walgreens! Walgreens also bravely attempts to solve for the See stage (which contains the broadest possible audience). They have integrated with Instagram, instantly bringing a large audience who may or may not normally head into a Walgreens or even think of engaging with their mobile app. They also have a built-in photo editor where you can pull in any photo from your phone (or Facebook, et al.) and edit it. There is also a very cool feature where you can create an account (engagement point!) and earn rewards when you walk, run and track your weight. What a great way to connect with a larger audience then current customers, an audience that might want not want to buy now, and leverage mobile phones!
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 99-112 | Added on Tuesday, 17 September 13 10:28:52
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Perhaps you just love clothes (or shoes or accessories or furniture or ?.) and you would like to engage with the brand by being a virtual fashion buyer for a day! Or perhaps you want to sign up for their blog, or follow them on social media or? any of a bunch of other things. Perhaps you love clothes and you think you might need some at some point. Well, you can sign up to be notified of when reviews of something you are considering are posted (PS: how clever is that, and why does Amazon not do this?). Or perhaps you want connect with one of their ModStylists (you get love and advice, they get a bigger part of your wallet in the future!). Or perhaps you want to create a wishlist (boom! micro-conversion). Or ? any of a bunch of other things.
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 75-80 | Added on Tuesday, 17 September 13 10:27:48
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This simple yet insightful framework allows us to look at all our digital (and dare I say non-digital) efforts with this structure and: 1. Identify gaps in our content/engagement/channel strategy on the web, 2. Truly reflect on whether our marketing and advertising initiatives are broad enough and optimized enough for each customer consideration stage, and finally 3. Answer the question: Are we truly measuring the efficiency/outcome/value from each stage optimally, or are we judging a fish by its ability to climb a tree?
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 51-55 | Added on Tuesday, 17 September 13 10:26:39
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My definition of the audience in the See stage are "all people who wear clothes." Essentially, this is the largest possible way in which you can frame your potential audience.
See-Think-Do: A Content, Marketing, Measurement Business Framework - kaushik.net - Your Highlight Location 36-37 | Added on Thursday, 8 August 13 01:35:45
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