Customer Engagement - Brands and Messaging: Decision Points

Part
01
of three
Part
01

Customer Engagement - Online

There is insufficient information available to the public regarding the number of times, on average, a customer (user) engages with a brand and its messaging before deciding on purchasing the product from an online standpoint. The "rule of 7 in the digital age" reveals that engaging a user seven times using online channels gets the user interested in the product to the extent of wanting to know more. Recent advertising statistics show that potential customers (online users) that follow up their interest to learn about a brand by clicking on Google Ads have a conversion rate of about 3.75%. A Vertical Response web article on "email marketing" campaigns, "social media" marketing and retail reveal that the rule of seven suggests that users have to "see an offer seven times to buy."

RULE OF 7 IN DIGITAL AGE STIRS INTEREST IN A BRAND

  • An analysis of social media marketing publication by Kruse Control Inc reveals that when a user is engaged seven times by a specific message from a brand, the user becomes interested in finding out more about the brand and this may lead to an eventual purchase.
  • The number seven (7) is considered to be the magic number of instances to engage users using online channels such as YouTube, Facebook, Twitter, and online blogs for optimal loyalty.
  • Seven engagements using images, blog posts, and video spread across channels such as YouTube, Facebook, Twitter, and online blogs have helped brands to sustain "relationships and ultimately, close more sales."
  • Four in 10 internet users (40%) acknowledge following their favorite brands online via social media. Social media platforms have become unavoidable platforms used by brands to boost customer loyalty.
  • A Vertical Response article on "email marketing" campaigns, "social media" marketing and retail reveal that the rule of seven suggests that users have to "see an offer seven times to buy."
  • About 64% of consumers acknowledge that online videos on Facebook have influenced their decisions to purchase a product

SIGNIFIED INTEREST AND CUSTOMER CONVERSION RATE

  • Users who follow through their signified/aroused interest in a product up to the extent of clicking on Google Ads to learn more about the product have a conversion rate of 3.75% while the conversion for display ads is 0.77%.
  • The conversion rate (also known as CR) of an online campaign is the number of conversions (sales) achieved per click.
  • Across various industries, the average conversion rate for landing pages is 2.35%. However, the top 25% of retailers are converting at about 5.31% or higher. Ideally, the top performing 10% of retailers based on conversion rates have a conversion of 11.45% or more views/website visits ending in sales.

ONLINE CHANNELS/TOUCHPOINTS USD TO REACH USERS

  • About 35% of the Gen Z audience discover brands through TV or online ads. Online TV is popular among Gen Z as linear TV consume 1.5 hours of their time every day.
  • About four in ten (40%) of internet users follow the brands they favor on social, while a quarter (25%) follow brands that they intend to consider for a purchase.
  • Snapchat video ads attract more than twice the visual attention that Facebook ads get. Snapchat also enjoys over 1.5 times the visual recognition than Instagram ads and 1.3 times the visual attention that YouTube ads get.
  • Other online channels used to reach/engage users include chat bots, social media, etc.

METHODOLOGY

Research included academic publications and scholarly articles such as Researchgate. We reviewed for online shopping attitude of customers such as how many times, on average, a customer (user) engages with a brand and their messaging before deciding on purchasing a product from an online standpoint. This information was not published by any of the uncovered resources. We also studied the number of interactions users have with brands such as clicks, views, and more through apps, websites, etc., before purchasing the brands' product. This information was also not available to the public. Researchgate revealed that retail customer experience is improving due to increased interest in mobile apps. There were no statistics uncovered regarding the number of app clicks or views that lead to sales.

We also scoured through marketing publications such as Global Web Index, etc. We studied for the minimum touchpoint requirement needed to convert an online user into a buyer, i.e., how many times, on average, a customer (user) engages with a brand. These insights identified several online channels used to reach online users. It also revealed that 95% of Generation Z utilize YouTube. There were no insights into the number of times a customer watched a YouTube video before deciding to buy. We also researched the duration it took a customer to watch an online video to convert to a customer by purchasing an item. No such information was published. We attempted triangulating the number of times, on average, a customer (user) engages with a brand before buying its product. We researched the individual touchpoints used by separate brands to advertise and close sales successfully. We aimed to compute the average. Unfortunately, no such information is made available to the public by the retailers we studied, including Amazon, and Walmart.

We studied publications by social media and digital business consultants such as Kruse Control Inc, etc. We reviewed industry expert analysis for insights into the number of times users have to be engaged with a brand and their messaging before deciding on purchasing the product. There was no report uncovered specific to online engagement rates. We also studied the number of times brands have to engage users through digital channels like social media with their messaging before the users decide on purchasing the brand's product. Insights uncovered from Kruse Control Inc web revealed that the "rule of 7 in the digital age" reveals that engaging a user seven times using online channels gets the user interested in the product. This interest makes the user want to know more about the brand.

Going further, we studied publications of companies in the online advertising industry such as Wordstream, etc. We reviewed the conversion rates of online users who engage with a brand and their messaging before deciding on purchasing. This strategy revealed that the conversion rate for online users through "Google Ads clicks is 3.75%." A conversion rate (also known as CR) of an online campaign is the number of conversions (sales) achieved per click.

We studied through customer engagement association publications such as the Professional Association for Customer Engagement (PACE). We studied the recommended online channels used by brands to engage with customers (users). We also examined the recommended times or duration to engage users with messaging before they decide on purchasing the brand's product. This strategy revealed that social media has changed from being an optional tool/platform for business organizations. Social media is now a "necessary customer relationship platform." Whether a business organization is active on social media or not, its customers will use their personal accounts to discuss their experiences with the brand. Therefore, it is crucial for business organizations to maintain an active presence and take full control of the conversation. By doing the above, they can turn customer's comments into great testimonials/reviews. We studied for the number of times companies need to engage users with reviews and feedback before they decide to buy an advertised product. Unfortunately, this information was not published by PACE and other reviewed publications.


Part
02
of three
Part
02

Customer Engagement - Brick and Mortar

It is reported that consumers engage with about eight touchpoints before making a decision to make a purchase. However, it is reported that how, when, and why consumers make purchases has not been decoded, and the multiple messaging mediums that all consumers use to make purchases makes analyzing this even more difficult. Consumer behavior regarding whether they shop at brick and mortar stores differ by generation and messaging is also consumed differently. It has been reported that omni-channel marketing strategies have increased in-store retail visits by 116%. We have identified and described insights regarding retail touchpoints and messaging that influence the decision to purchase in-store.

GENERAL INSIGHTS

  • Generation Z rely more on product recommendations, seeing social media ads more often, and visit brand's social media channels two times more than average consumers.
  • Two times more baby boomers cite the ability to touch or try an item before purchase as the reason they shop in-store than Generation Z. Almost 28% of Gen Z, 29% of Millennials, 45% of Gen X, and 45% of Baby Boomers give this as the main reason to shop in-store.
  • Gen Z and Millennials also give price as a reason to shop in store. Gen Z, millennials, and Gen X cite speed and convenience as reasons.
  • Most purchases require numerous marketing touches, and it is stated that a brand can verify those in Time Lag or Path Length reports in Google Analytics. These show important touchpoints to be product reviews, search results, blogs, social media strategies all interact to result in just one sale.

ONLINE TO IN-STORE

  • Trade Time 2017 State of Retail reported that 75% of consumers still prefer to shop in-store, and it is put that research shows that in-store shopping is not dying it is just changing. Retailers have to incorporate online experiences and in-store shopping to meet customer demands.
  • Digitally savvy and well-informed consumers expect retailers to provide omni-channel marketing. Effectively producing unified marketing for in-store success requires a data analytics platform capable of handling the data and measurements from engagements across online, offline, and brick and mortar touchpoints. Creating omni-channel customer journey maps can correlate online and offline touchpoints for a better understanding of the most engaging channels and touchpoints.
  • It is reported that it takes eight touchpoints to convince a person to make a purchase.
  • Only 17% of consumers visit a brand's website for the first time with an intention to purchase and instead use it to research the brand, products, and prices.
  • Retailers are looking at consumers' online behavior to inform their marketing and targeting resulting in 116% increase in in-store interactions.
  • Some touchpoints used by the Hot 100 Retailers with only brick and mortar stores include in-store signage promoting email and text, in-store signage to promote social media, email opt-in at sale, and digital copies of receipts.

IN-STORE TOUCH POINTS

INTERIOR
IN-STORE APPS AND LOCATION DATA
EXTERIOR
  • About 95% of consumers sight the store's exterior influences their decision to shop there. Two-thirds would not enter because of how it looked from the outside, and more than half avoid stores with dirty exteriors.
Part
03
of three
Part
03

Customer Engagement - Messaging

For better marketing results from efforts, the "rule of 7" is the marketing principle to implement. It states that a prospect needs to come across an offer for a minimum of seven times before the prospect will notice it or take any action. A prospective customer can be exposed to an offer significantly for over seven times but need to see it a minimum of seven times. Seeing an offer over seven times helps prospective customers remember it amid an overwhelming count of other marketing messages and information. Adequate repetition positions the offer when seen over seven times for better outcomes from marketing efforts. One among the best retail marketing ideas is the repetition of adverts in conformity with "the rule of seven," which also known as the "rule of 7".

1. RULE OF 7 VS CHANNEL CARRYING THE SEEN/HEARD MESSAGE

  • Experts reveal that marketing should not be limited one channel. Marketers can use as many channels as they want. An observation of the biggest brands today reveals that their messages get conveyed across multiple channels (seem to be everywhere).
  • The channel used determines the number of times on the average a potential customer has to be engaged with a message before it registers significantly in their consciousness. Studies reveal that word of mouth is the most effective factor that affects consumer relationships with specific brands.
  • A study among buyers revealed that about 47% of them viewed the marketed content for over 3-5 times before taking steps to engage with a sales representative. The study confirms the fact that hitting a potential customer with an advert seven times will give more of the desired result.
  • When applying the rule of 7, experts reveal that apart from the channel, what's conveyed in a messages matters because not all touches "are created equal."

2. RETAIL SALES: HOW SOCIAL MEDIA MARKETING AFFECTS THE RULE OF 7

  • The rule of 7 was developed by the cinema industry to attract people to watch movies. However, in a digital age, it has a significant impact on motivating prospects to take action that increase the possibility of product sales.
  • When social media is the channel used in marketing, the rule of seven seems crushed as social media is more effective than "old school marketing." The rule of 7 is a marketing maxim that is considered to be traditional (old school) because it has been in use since the 1930s.
  • The social media has outstanding performance when compared to the old school marketing style of the rule of 7. Social media expertly leverages a medium by reaching potential customers regularly.
  • In a digital age, social media networks allow businesses to engage their customers as many as seven times every single day. This high frequency of engagement is accomplished through the sharing of content, brand interaction with people, and the use of targeted ads. Targeted ads are used to reach people who have an interest in items available for sale (retailed products).
  • Videos, along with reviews from customers that have purchased from a business can be used on Facebook, Twitter, or YouTube, in line with the rue of 7, to deliver "powerful outcomes."
  • Facebook videos are suitable for marketing everything because it is smart, shareable & personal and is one of the most effective ways to reach out to customers at scale.
  • Videos on Twitter are good for engagement as Twitter is "direct, social and real."
  • Videos on YouTube are helpful when building a loyal audience.

3. WHY THE RULE OF 7 IS RELEVANT

  • Ten retail marketing ideas that boost sales published by VerticalResponse reveals that "the rule of seven" necessitates that potential customers see an offer at least seven times. The study further recommends ads that combine digital marketing.
  • A plethora of resources, including The Balance SMB, reveal that to successfully attract consumers to any business, the rule of 7 is often the best bet.
  • Regardless of channel, typical potential customers engage in about five to seven exposures from a brand before its advert creates the desired effect.
  • According to Big Cartel, one thing to be sure of about consumers is that "they're incredibly forgetful." A remarkable (famous) statistics which tries to counter the negative effect of forgetful consumers of whatever is being advertised reveals that a potential customer has to see an advert seven times.
  • To engage with customers at every stage of the purchase cycle, seven could serve as the "magic number" (best count) for engagements needed to make thousands of customers happy and loyal.
Sources
Sources

From Part 03
Quotes
  • "If you want to be successful in attracting consumers to your business, applying the Rule of 7 may be your best bet. The Rule of 7 is a marketing principle that states that your prospects need to come across your offer at least seven times before they really notice it and start to take action. Your prospects can be exposed to your offer significantly more than seven times, but they need to see it at least seven times. This helps them remember you amid an overwhelming amount of marketing messages and other information and positions you to get better results from your marketing efforts."
  • "Don’t restrict your marketing to one channel. Use as many channels as you want. Take a look at the biggest brands today, and you’ll notice that they are everywhere. In a 2017 Conversion XL blog post, marketer Shanelle Mullin described her transformation from being a diehard HipChat fan to someone who quickly moved over to the HipChat alternative Slack, two companies focused on online communication and messaging. One of the reasons was that Slack seemed to be everywhere:"
Quotes
  • "BE CONSISTENT Here’s the thing about consumers: they’re incredibly forgetful. There’s that famous statistic called the “Seven Times Factor” that says a person needs to see an ad seven times before they’ll buy whatever is being advertised. So the technical piece of advice here is to be consistent. If you’re running paid ads on a website, or tacking flyers around town, or trying to grow your Twitter following, create a posting schedule and stick to it."
Quotes
  • "47% of buyers viewed 3-5 pieces of content before engaging with a sales rep."
Quotes
  • "word of mouth is the most powerful factor when it comes to consumers’ relationships with brands."
  • "This is important because it typically takes being exposed to your brand five to seven times before customers will buy."