The effectiveness of advertising channels, depending on the degree of interest of the buyer

There is such a diagram of the emergence of demand from an individual person.

Vertical degree of interest, the maximum point of which ends with the purchase. Horizontally - the life of a person.
This diagram refers to each individual person as applied to each individual purchase.


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At the very beginning, a person has no demand for a particular product. He lives himself happily and carefree and does not need anything.
Then, suddenly, he thought about what he saw. For example, iPhone 6. I thought about it, but did not buy it, I just read a couple of articles. Then there is a phase of uncontrollable length, in which there is no active interest in the product, but the imprint in memory has remained.

Suddenly there is a strong demand and the buyer begins to actively look for where to buy this product. He uses the search, asks friends, in social networks, reads newspapers and looks at advertising in the subway.

Ends all purchase. If the purchase is not completed, then it was another primary secondary interest.

Bums, he got hooked on DMP and started to get over retargeted. And the effectiveness of retargeting depends on only one main factor: whether the customer bought the product of interest or not. If bought, then all advertising is useless.



If you look at the logic of actions, each advertising channel works with one or several phases of customer interest. In the most active phase of work recommender systems and online consultants. Preceding point G contextual advertising in search engines. Trigger mailings and retargeting come late, so their only chance to create a purchase is the phase following the initial interest.

And what about non-targeted advertising?

Simplify the chart to the line with the point of purchase:



Take the potential multitude of such people in different stages of interest:



And we’ve got a TV ad for them:



Whom the blast hooked, he became a client. And the rest frowned and switched the channel.

In the following articles, how to collect customer data to learn how to deliver advertising to the customer closer to the point of purchase.