First 8 Marketing AI goals focus on optimizing the customer journey in various ways to enhance business outcomes. These goals range from minimizing the number of interactions needed before a prospect becomes a buyer, to adjusting the frequency and duration of touchpoints for higher conversion rates, regardless of whether the individual becomes a buyer. Some goals prioritize efficiency, aiming for fewer but more effective contacts, while others emphasize engagement, seeking the most views or clicks even if it doesn't lead to a purchase. This strategic approach underscores the diverse objectives within marketing AI, focusing on optimizing the pathway from potential interest to actual buying behavior, while also valuing brand visibility and interaction metrics.
TL;DR
Our Marketing AI goals aim to boost business by focusing on different outcomes from the customer journey:
Quality Conversion
The approach to achieving the highest conversion rates involves understanding and catering to the specific needs and behaviors of potential buyers across various industries. The most touchpoints and the most time spent between each touchpoint result in the highest conversion rates, from the initial interest to the final purchase decision. Not limited to these use cases, but here are some scenarios to give you some idea:
| High-Involvement Purchases: Products or services with a high price tag or significant personal or business impact (like cars, luxury goods, real estate, or enterprise software) often require many touchpoints and a longer decision-making process, but once the decision is made, the conversion rate is high. |
| B2B sales often involve multiple decision-makers and a longer sales cycle with numerous touchpoints, including meetings, proposals, and follow-ups. However, these careful deliberations often lead to a higher likelihood of conversion. |
| Customized or Tailored Products: For products that are made to order or highly customized (like bespoke clothing, custom jewelry, or personalized services), the customer journey involves numerous interactions and a longer timeframe, but the personalized nature leads to higher conversions. |
| Subscription-Based Models with Free Trials: Services offering free trials (like software, streaming platforms, or subscription boxes) typically engage users over a longer period with multiple touchpoints. The extended engagement often results in a higher conversion rate as users become accustomed to the service. |
| Luxury Travel and Experiences: High-end travel experiences or luxury accommodations involve a lengthy decision process with extensive research and interactions, but the desire for unique, quality experiences often leads to high conversion rates. |
| Healthcare and Wellness Programs: Products or services related to health and wellness, especially those requiring a long-term commitment (like gym memberships or specialized healthcare plans), have extended engagement periods and numerous touchpoints but often see high conversion rates due to their impact on personal well-being. |
| Educational Courses and Professional Development Programs: Higher education courses, certification programs, or professional training involve lengthy consideration, research, and engagement, yet they often have high conversion rates due to their importance in career development. |
| Investment Products and Financial Services: Financial products like retirement plans, investment funds, or insurance policies require a lot of trust-building, education, and consultation over time, leading to high conversion rates when customers finally commit. |
| Complex Technology Solutions: In selling complex technology solutions (like IT infrastructure or advanced software systems), the sales cycle is longer with many detailed touchpoints. However, the necessity and specificity of these solutions often lead to high conversions. |
| Home Renovation and Building Services: Services related to home renovation or construction involve lengthy discussions, planning, and decision-making, but once a provider is chosen, the conversion rate is typically high due to the significant investment and commitment involved. |
| Specialty Hobby or Craft Products: Hobbies or crafts that require specific products (like high-end photography equipment, musical instruments, or crafting materials) often involve a lengthy process of research and interaction but result in high conversions among dedicated hobbyists. |
| Automotive Aftermarket and Customization: Enthusiasts looking for car parts or customization options usually engage in extensive research, forums discussions, and vendor comparisons, leading to high conversion rates once they find the right fit for their needs. |
| Eco-Friendly and Sustainable Products: For consumers deeply committed to sustainability, the decision to buy eco-friendly products often involves extensive research and engagement with educational content, but this thorough process usually leads to strong brand loyalty and high conversion. |
| Parenting and Baby Products: For new or expecting parents, purchasing products for their children often involves extensive research and consultation, leading to high conversion rates due to the importance placed on these decisions. |
| Luxury Watches and Jewelry: High-end watches and jewelry attract a market that spends significant time researching craftsmanship, brand heritage, and quality, leading to high conversion rates despite the lengthy decision-making process. |
| Advanced Personal Tech Devices: For products like high-end cameras, audio equipment, or smart home systems, tech enthusiasts and professionals spend a lot of time researching and comparing before purchasing, leading to high conversion rates. |
| Wedding Planning and Services: Planning a wedding involves numerous decisions, from venue selection to catering to photography, with a long lead time and many touchpoints, but these decisions often lead to definitive purchases. |
| Art Collectors and Enthusiasts: The process of purchasing art involves extensive research, visits to galleries, discussions with artists or curators, and considerable deliberation, often resulting in high conversion rates for each purchase. |
| Specialty Software and Digital Tools for Professionals: For specialized professional software (like CAD for engineers or industry-specific tools), users typically engage in detailed research, trials, and peer consultations, leading to high conversion rates. |
These scenarios highlight the importance of understanding customer journeys across different industries and the value of tailored, engaging interactions that lead to high conversion rates.
Quick Conversion
Achieving rapid conversions relies on creating multiple, quick touchpoints that guide consumers from initial interest to purchase with minimal delay. This approach is particularly effective in scenarios where time sensitivity or consumer habits demand swift action. Here's an in-depth look at these scenarios:
| Flash Sales or Time-Limited Deals: When consumers are aware of a time-limited sale, they may engage with several quick touchpoints, like checking emails, social media updates, or the website, to capitalize on the deal. |
| Digital Natives or Tech-Savvy Consumers: This group is accustomed to rapid online interactions. They may engage with multiple digital touchpoints (social media, emails, online ads) quickly before making a purchase. (Example: Game) |
| Highly Competitive Markets: In markets with many similar products, consumers might quickly compare features and prices across various platforms, resulting in numerous but brief touchpoints. |
| Young or Impulsive Buyers: This demographic often makes quick decisions, engaging in short, frequent interactions across multiple platforms like social media, review sites, and e-commerce apps before purchasing. |
| Event-Driven Purchases: For events like concerts or sports games, the buying process might involve multiple quick touchpoints for ticket availability, pricing, and purchase, especially if there's high demand. |
| Holiday Shopping Seasons: During peak shopping seasons like Black Friday or Christmas, consumers may rapidly engage with multiple marketing channels (emails, ads, promotional texts) as they seek the best deals. |
| Micro-Moments: These are instances where consumers turn to a device to act on a need to learn, do, discover, watch, or buy something. They involve quick interactions but can be numerous as consumers seek immediate answers or solutions. |
| Trend-Driven Purchases: When purchasing trendy items, especially among younger audiences, the decision-making process can involve numerous quick engagements with influencer content, social media posts, and online reviews. |
| Convenience-Seeking Consumers: For purchases driven by convenience (like grocery delivery), consumers may engage with several touchpoints (like apps, emails, and quick online searches) in a short period to fulfill their immediate needs. |
| Price-Sensitive Shoppers: Consumers focused on finding the best deals may use price comparison tools, visit multiple e-commerce sites, and check discount apps, engaging in quick, successive interactions. |
| Limited-Time Subscription Offers: When subscription services offer a limited-time deal, interested consumers might engage rapidly with various content, including emails, targeted ads, and direct sign-up pages. |
| Eager Early Adopters: Early adopters keen on the latest tech or trends might engage with a series of quick touchpoints like tech blogs, product launch livestreams, and pre-order pages. |
| Busy Professionals: This group, with limited time for shopping, might engage in quick, efficient touchpoints during their day, like browsing during a commute or checking emails for deals. |
| Seasonal Product Shoppers: Consumers shopping for seasonal items (like summer clothing or Christmas decorations) may engage in multiple quick touchpoints as they seek out the best options or deals. |
| Urgent Need Purchases: In situations where a product is needed urgently (like a replacement part or service), the consumer might rapidly engage with customer reviews, service websites, and direct contact options. |
| Interactive Campaign Followers: Audiences engaged in an interactive marketing campaign (like a contest or a social media challenge) may experience frequent, quick interactions as they follow the campaign's progress. |
| Holiday or Seasonal Specials Followers: During specific holidays or seasons, consumers looking for themed products might engage quickly with promotional emails, social media posts, and seasonal landing pages. |
| Online Event Attendees: For online events like webinars or product launches, attendees might engage with pre-event emails, live chats, and follow-up messages in quick succession. |
| Real-Time Offer Responders: For real-time or flash offers displayed on websites or apps, users might quickly engage with the offer, review the product, and make a purchase in a short time frame. |
Each of these scenarios highlights the importance of designing marketing strategies that accommodate the swift pace of consumer interactions today. By leveraging quick, effective touchpoints, marketers can enhance the consumer journey, leading to faster conversions in a world where speed often equals success.
Quantity Conversion
Consumers are bombarded with endless choices and information, achieving a short buyer journey is a crucial goal for many marketers. While Quick Conversion focuses on the quickest time on each touchpoint, Quick Conversion is optimized for the least number of touchpoints from the beginning until a buyer is made. This streamlined approach to the buyer's journey is particularly effective in certain scenarios:
| High Urgency Need: When the product or service addresses an urgent need, consumers may skip multiple stages of the typical buying process. For example, emergency services or urgent repair services. |
| Impulse Purchases: Products positioned near checkouts or those with attractive offers can lead to quick buying decisions with minimal touchpoints. |
| Strong Brand Loyalty: Consumers with a strong brand loyalty often have shorter buying processes as they skip consideration of alternatives and directly purchase from the brand they trust. |
| Niche Markets: In niche markets, where there are few alternatives, consumers might quickly become buyers if they find a product that precisely matches their specific needs. |
| Direct Referrals: When a consumer is directly referred by a trusted source, they are more likely to make a quick decision with fewer touchpoints. |
| Highly Targeted Marketing: When marketing efforts are highly targeted and personalized, they can resonate strongly with the consumer, leading to quicker conversion. |
| Limited Time Offers: When confronted with a limited-time offer or scarcity of the product, consumers may expedite their buying decision process. |
| Highly Effective Problem-Solving Product: When a product or service effectively solves a pressing problem or fulfills a strong need, customers may quickly decide to purchase with minimal persuasion or information gathering. |
| Low-Risk Purchases: Products or services that are low-cost or have a risk-free trial period can lead to quick purchasing decisions, as the perceived risk is minimal. |
| Word-of-Mouth and Social Proof: In cases where a product is highly recommended by friends, family, or through positive reviews and testimonials, potential buyers may skip extensive research and move directly to purchase. |
| Influencer Endorsement: When a trusted or popular influencer endorses a product, their followers may be inclined to purchase with minimal additional touchpoints, especially if the endorsement feels authentic. |
| Event-Driven Purchases: Certain purchases are driven by specific events or occasions (like weddings, anniversaries, or holidays). In these cases, the decision timeline is often shorter, and fewer touchpoints are needed. |
| Trend or Fad-Driven Buying: When a product becomes a trend or part of a fad, consumers might make quick purchase decisions to stay current or join the bandwagon. |
| High-Value Promotions or Discounts: Promotions that offer significant value or substantial discounts can lead to quick decision-making and fewer interactions. |
| Prestige or Luxury Appeal: For some luxury or prestige products, the brand's allure and status can lead to quick decisions, especially among consumers who highly value these traits. |
| Rapid Problem Escalation: In situations where a problem or need escalates rapidly, the urgency to solve it can reduce the number of touchpoints. For example, a sudden need for healthcare products during a health scare. |
| Exclusive or Limited Edition Products: When products are marketed as exclusive or limited edition, this can create a sense of urgency and exclusivity, prompting quicker purchasing decisions. |
| Regulatory or Compliance-driven Purchases: In situations where purchases are driven by regulatory needs or compliance (like safety equipment), decisions can be swift and with fewer touchpoints, as the need is mandatory. |
| Situational Necessity: For products that cater to immediate situational needs (like umbrellas during a sudden rainstorm), the decision process is shortened due to the immediate necessity. |
| Technologically Advanced or Innovative Products: Products that offer significant technological advancements or innovation can attract tech enthusiasts who may make quicker purchasing decisions due to the unique value proposition. |
| Seasonal or Holiday-based Buying: Purchases related to specific seasons or holidays often have fewer touchpoints due to the time-sensitive nature of the need. |
| Convenience-driven Purchases: Products that offer significant convenience (like ready-to-eat meals for busy individuals) can lead to quick purchasing decisions due to the immediate benefit they provide. |
| Emergency Services or Products: Similar to high urgency needs, emergency services or products (like medical supplies) often see quick decisions and purchases due to the critical nature of the need. |
| Highly Specific Target Demographics: When marketing efforts are aimed at a very specific demographic with a known and specific need, the conversion process can be quicker and more direct. |
| Health and Safety Concerns: Products that address immediate health and safety concerns, especially during health crises or natural disasters, can lead to rapid purchasing decisions. |
| Industry-Specific Solutions: In B2B marketing, products or services that offer specific solutions to industry-related problems can result in quicker decisions, as the need and the solution are clearly defined. |
| Highly Personalized Marketing: When marketing messages are highly personalized and resonate deeply with the consumer’s specific needs or interests, it can lead to quicker purchase decisions. |
| Gift Purchases: Purchases made for gifting, especially during festive seasons or for events like birthdays, can have fewer touchpoints due to the time-sensitive nature and the purpose of the purchase. |
Understanding and leveraging these scenarios can help businesses design marketing strategies that efficiently lead consumers to make quick purchasing decisions, optimizing the path to conversion with minimal friction.
Clicks & Views
Clicks and views serve as crucial metrics for gauging interest, but interestingly, they don't always translate to immediate sales. This phenomenon can be observed across various types of online consumers and content viewers, each with distinct behaviors and motivations.
On the other hand, some content creators simply uses it to get revenue from ad impressions or clicks on their websites.
Clicks
Not all clicks lead to purchases, yet they signify engagement. Here's a look at who might be clicking and why:
| Casual Browsers: People who are just browsing with no specific intent to purchase may click on various products or ads out of curiosity, but without a strong intent to buy. |
| Price Comparison Shoppers: These consumers click on multiple products or ads to compare prices across different sites, but they may not always make a purchase. |
| Window Shoppers: Similar to casual browsers, window shoppers engage with content for entertainment or out of interest but without a serious intent to buy. |
| Research-Oriented Shoppers: Consumers conducting research may click through numerous products and informational content but are in the early stages of the buying process and not ready to purchase. |
| Discount and Deal Hunters: These individuals often click on various deals or promotional links, but their primary interest is in finding bargains, and they may not purchase if the deal isn’t attractive enough. |
| Content Consumers: Individuals attracted to the informational or entertainment value of the content rather than the product itself, leading to clicks but not necessarily purchases. |
| Technical and Speculative Interest: People interested in the technical aspects of a product or service may click to learn more but are not necessarily in the market to buy. |
| Competitor Analysis: Individuals from competing businesses might click on ads and explore websites to gather market intelligence, without any intention to purchase. |
| Trend Explorers: Users interested in understanding current trends might click on various products or ads related to these trends without the intent to buy. |
| Gift Idea Seekers: Those looking for gift ideas might click through numerous products for inspiration but may not necessarily make a purchase, especially if they are just exploring options. |
| Coupon and Sweepstakes Participants: Users who click primarily to enter contests, sweepstakes, or to collect coupons, with less interest in the actual products or services offered. |
Views
Views, like clicks, reflect engagement without a direct link to purchases. Here are some scenarios:
| High-Engagement, Low-Intent Audiences: This includes viewers who enjoy engaging with content for its entertainment or educational value, but without a serious intent to purchase. |
| Viral Content Viewers: People who view content because it's trending or viral, often driven by curiosity or social influence rather than a purchase intent. |
| Competitive Research: Individuals from competitor companies may view content to stay informed about market trends and strategies, with no intent to purchase. |
| Information Seekers: These viewers are primarily interested in gathering information or learning about a product or service, not necessarily with immediate plans to buy. |
| Brand Fans Not in Buying Mode: Brand enthusiasts who enjoy content from their favorite brands but are not currently in the market to purchase. |
| Window Shoppers: Similar to their physical counterparts, these online viewers indulge in exploring products out of interest or for leisure, without immediate purchase intentions. |
| Budget-Conscious Consumers: Viewers who are interested in a product or service but currently do not have the budget or are waiting for a sale or discount. |
| Comparison Shoppers: These viewers are in the process of comparing various products or services and may view multiple offerings without committing to a purchase. |
| Educational Content Viewers: Individuals seeking knowledge or how-to information may view content extensively without an immediate intent to buy the related products or services. |
| Gift Idea Hunters: People looking for gift ideas might view numerous products for inspiration but may not make an immediate purchase. |
| Influencer Followers: Followers of influencers might view content featuring products due to their interest in the influencer, not necessarily the product itself. |
| Event-Driven Interest: Viewers interested in a product or service due to a temporary event or situation (like a holiday or special occasion) but not necessarily looking to buy immediately. |
| Trend and Fashion Followers: Viewers who keep up with the latest trends might view related content and products but do not always follow through with a purchase. |
| Curiosity-Driven Viewers: Individuals who view content out of curiosity, particularly when the content is unique, innovative, or has a buzz around it, but this curiosity doesn't always translate into a purchase. |
| Lifestyle and Inspiration Content Viewers: Individuals looking for lifestyle inspiration or ideas may view content related to home decor, fashion, fitness, etc., without necessarily intending to purchase featured products. |
| Bargain Hunters Waiting for Sales: Viewers interested in a product but waiting for a sale or discount period may view content frequently without buying at full price. |
| Recreational Browsing: Individuals who view products or ads as a form of digital window shopping or recreation, with no immediate intent to purchase. |
| Educational or Academic Browsing: Students or researchers might view content for educational or academic purposes, without any intention to purchase. |
Both clicks and views are vital for understanding online behavior, revealing the diverse motivations behind consumer engagement. Marketers must delve into these insights to tailor their strategies, recognizing that high engagement does not always equate to immediate sales but is a step towards building a relationship with potential buyers.
Which one is right for you?
Choosing between Quantity Conversion, Quick Conversion, Quality Conversion, Views, and Clicks depends on your marketing campaign goals.
If you aim for many sales regardless of the customer's journey, Quantity Conversion suits you. Quick Conversion is ideal for fast sales, focusing on minimizing the time between interest and purchase. For high-value customers and a focus on strong relationships, Quality Conversion is the way to go.
If you're more about brand awareness or gathering insights on consumer behavior without immediate sales, then aiming for Views and Clicks will be beneficial.
Consider your marketing objectives and resources to decide which strategy aligns best with your Marketing AI Goals when identifying your Ideal Customer Profile (ICP) on our platform.
