Upzing Blog

How to turn digital distractions into conversions

One of the most important decisions a business can make is where you’re going to spend your marketing dollars. For new businesses and businesses where purchase decisions are infrequent or take a long time, it’s wise to at least start by spending at the top of the funnel, targeting large numbers of people to create brand awareness and recognition. Obviously, it would be ideal if you could send out messages that prompt people to buy right away but you’ll get more bang for your buck if you start by seeding future customers.

We see a lot of this in the auto industry, where manufacturers’ ads tend toward the aspirational. They portray a lifestyle more than a product, inspiring folks to dream of living what they see. And achieving that dream means owning that particular vehicle. A good example of this is the recent Lincoln campaign that featured nothing but Matthew McConaughey driving and talking to himself in a cool, sexy voiceover. The ads make you want to be like Matthew McConaughey. They make you want to drive a Lincoln.

Some of those ads, when they first came out, didn’t include any kind of offer. They were purely focused on branding – creating brand awareness, which is the very top of the AIDA marketing funnel. AIDA stands for Awareness, Interest, Desire, and Action.

Awareness

Marketing to the top of the funnel means creating brand awareness. It’s about making customers aware of who you are and what you have to offer, planting the seed for future purchase decisions. It’s about engaging consumers on an emotional or aspirational level so they remember you. Television, with its extensive reach and visual storytelling, is ideal for top-of-funnel advertising.

Interest

The second phase of the funnel is about generating interest in your product or service, inspiring curiosity and excitement that makes customers want to learn more.

Desire

This next phase is about moving your customers from knowing who you are and being interested in what you offer, to wanting your product or service. Remember when we said those Lincoln ads were purely about brand awareness? That wasn’t totally accurate – they’re also about inspiring desire for the lifestyle the ads represent, the cool factor, which in turn creates desire for the product.

Action

The bottom of the funnel is where you inspire your customers to take action and make a purchase. Digital ads are primarily lower funnel – just think of all those “Buy Now” and “Add to Cart” CTAs – and digital does lower funnel extremely well.

It’s important to remember that the customer journey is almost never as linear as the AIDA funnel might have you believe. People might move down and back up again several times before acting. Or they might condense the top of the funnel into a single step and make an impulse buy. That’s why it’s important for businesses to market to all areas of the funnel. Perhaps not all at once, depending on budget, but a good marketing strategy takes all phases of the customer journey into account.

Digital marketing has seen exponential growth, primarily because it’s incredibly easy to buy and it’s affordable. But when customers are bombarded with choice, and with scrolling distractions, it becomes increasingly difficult for businesses to optimize their ad budgets, to spend less for more ROI. And it’s important to remember that digital is mostly lower funnel, offering only short-term gains because of fast scrolling and digital distractions, not to mention the fact that if you’ve ignored the top of the funnel, people will be less likely to take action when they see your digital ad. The result has been declining ROI and a corresponding reduction in ad budgets.

But with Upzing, you can turn those distractions into conversions and improve your ROI.

Request a demo today and find out how.

Need more information? Contact us and we’ll be more than happy to answer your questions.