Awareness illustrates your customer’s starting point in the overall journey. The customer doesn’t know your brand or product. So, this phase is about making yourself and your product known. The customer is therefore a stranger in this phase.
To create awareness, you need to reach your potential customers in the channels where they are present. In general, companies use a lot of money to generate traffic to their website, which means there are a lot of competitors out there fighting over the same potential customer attention.
To achieve a competitive advantage, you can bring personalization into the digital channels you use for creating awareness. This involves all paid marketing channels e.g. paid search, retargeting, display- and social ads, etc. Raptor’s role in this phase is to help you deliver highly relevant and personalized messages through these channels to optimize your conversion rates.
In this phase, the customer is unknown, and you have no previous data to use as a reference point in your recommendations.
To create awareness, you can use Raptor’s Personalization in banners solution that enables you to display your best selling or trending products in your display ads. When you have collected data on the customer, you can also use previous interactions such as viewed products, related products, or abandoned basket in your display ads.
By using Raptor’s Catalog Enhancement solution, you can also add new product attributes containing business critic logics such as margin, revenue per visit, or bestsellers to your existing product catalog, which will determine the products being shown in channels such as Facebook, Google Shopping, Amazon, etc.