campaign in the activate phase
Posted: Mon Dec 23, 2024 4:45 am
2. Engage
In the engage phase, we are one step further down the funnel and it is about enthusing and inspiring your target group. Brand values and brand experience are central. You want people to consider and include your product, for example in their comparisons.
3. Activate
The activate phase is the phase that most marketers steer. Activating the target group is central here. By motivating/activating the target group, you achieve the desired target action, namely conversion. The activate phase is the phase that is judged the 'hardest'. In short: what do you spend vs. what turnover is in return?
4. Nurture
Attracting new customers is expensive, 'we' spend 80 percent of the marketing budget on it. But you can usually get much more out of your existing customers. You can send your existing customers back into the activate phase, where you often have to get new customers through the entire funnel. And don't forget that satisfied customers are your brand ambassadors. This phase is focused on taking care of existing customers, cultivating brand loyalty, ambassadorship and reactivation.
Now that I have explained the different parts of the model, you can visualize the REAN® model as a funnel. The reach and engate part are the upper funnel and activate and nurture high school coaches email list the lower funnel . Characteristic of the upper funnel is that it is a long-term investment in brand awareness and changing attitudes. The activate and nurture phases are short-term investments, with the main goal of creating sales activation and loyalty through behavioral change.
It is important to realize that you have to compare apples with apples from the start. The different phases in the REAN® model help to identify these apples right away. A display prospecting campaign in the reach phase can therefore not be assessed with the same KPIs as an AdWords
In the example strategy I have named a number of KPIs that can be the starting point for your implementation per phase. For example, it is not advisable to steer on conversion in the reach phase, but rather on a KPI such as eCPM. A layer deeper in the engage phase you can better steer on an engagement score (likes, shares, etc.) and in the activate phase on conversions. Ultimately, as a company we want to realize turnover and margin and the KPIs that are important for this differ per company.
Start with the basics
To formulate an online marketing strategy, start with the basics. What do you want to achieve as a company and which channels and resources should you use for this? Do you find it difficult to make a good division in your online marketing activities? Then use the REAN® model as a 'coat rack' for the content of your online marketing channels. Align your message, proposition, KPI and online channel per phase in the customer journey.
In the engage phase, we are one step further down the funnel and it is about enthusing and inspiring your target group. Brand values and brand experience are central. You want people to consider and include your product, for example in their comparisons.
3. Activate
The activate phase is the phase that most marketers steer. Activating the target group is central here. By motivating/activating the target group, you achieve the desired target action, namely conversion. The activate phase is the phase that is judged the 'hardest'. In short: what do you spend vs. what turnover is in return?
4. Nurture
Attracting new customers is expensive, 'we' spend 80 percent of the marketing budget on it. But you can usually get much more out of your existing customers. You can send your existing customers back into the activate phase, where you often have to get new customers through the entire funnel. And don't forget that satisfied customers are your brand ambassadors. This phase is focused on taking care of existing customers, cultivating brand loyalty, ambassadorship and reactivation.
Now that I have explained the different parts of the model, you can visualize the REAN® model as a funnel. The reach and engate part are the upper funnel and activate and nurture high school coaches email list the lower funnel . Characteristic of the upper funnel is that it is a long-term investment in brand awareness and changing attitudes. The activate and nurture phases are short-term investments, with the main goal of creating sales activation and loyalty through behavioral change.
It is important to realize that you have to compare apples with apples from the start. The different phases in the REAN® model help to identify these apples right away. A display prospecting campaign in the reach phase can therefore not be assessed with the same KPIs as an AdWords
In the example strategy I have named a number of KPIs that can be the starting point for your implementation per phase. For example, it is not advisable to steer on conversion in the reach phase, but rather on a KPI such as eCPM. A layer deeper in the engage phase you can better steer on an engagement score (likes, shares, etc.) and in the activate phase on conversions. Ultimately, as a company we want to realize turnover and margin and the KPIs that are important for this differ per company.
Start with the basics
To formulate an online marketing strategy, start with the basics. What do you want to achieve as a company and which channels and resources should you use for this? Do you find it difficult to make a good division in your online marketing activities? Then use the REAN® model as a 'coat rack' for the content of your online marketing channels. Align your message, proposition, KPI and online channel per phase in the customer journey.