If you’ve read our previous blogs, you’ll be familiar with the phrase ‘See Think Do Care’. But what is it? And why has PushON become so obsessed over it?
What is See Think Do Care?
See Think Do Care is a digital marketing framework created by Avinash Kaushik, the co-founder of Market Movie Inc and the Digital Marketing Evangelist for Google. It helps marketers understand the consumer decision-making process through a multi-channel marketing approach.
In the See Think Do Care model, there are four primary audiences that all marketers must be aware of and understand when putting strategies together. This is displayed in the image below.
Once you understand the different stages and the mindset of the modern-day consumer, you can begin assessing which marketing channel(s) is best suited for each step and create a more effective strategy.
So, let’s pretend we’re marketing a pet brand and targeting an active audience. How do we combine our strategy with the See Think Do Care Framework?
Remember, the See stage is at the top of the buyer journey and contains the largest addressable and qualified audience.
Who are these people?
People in the UK that exercise and have a vigorous play with their pet.
These people might not be in a buying phase right now, but they’re interested in what you offer. So, how do we effectively target and engage with them?
Those situated in the Think stage are also the largest addressable and qualified audience, but with some commercial intent – this is important to remember. This audience group have an idea of what pet products they want to buy but need some nurturing and information, or they want to replace their existing equipment.
These are interested people and have some current motivation to purchase.
They want to get out with their dog more.
- The dog needs to be under better control
- They’re interested in fitness
- What solution varieties are there?
- Which brands have a good reputation?
- What do their peers use?
Again, the largest addressable and qualified audience, but with loads of commercial intent. They are much further down the buyer funnel, know what they’re looking for and have a greater intent to buy.
The customer understands and knows the brands and products they like, and most likely to make a purchase. They’ve done their research and ready to buy.
Your audience has narrowed down their options to brand and products, maybe down to two or three choices. They’re interested in a smaller range of qualifying factors before making the purchase. These might include:
- Delivery options
- Service reviews
And finally, the Care group – your existing customer with at least two commercial conversions. You must nurture this audience group and turn them into repeat customers. Building brand loyalty is critical.
They’ve engaged and converted with your brand more than once and are receptive to more engagement.
You’ve done the hard work, but now you need to consider how to:
- Get repeat business
- Turn the customer into an advocate
- Gain positive reviews
Why Is Measurement Important?
Regardless of the marketing channel, measurement is critical to understand what’s working and what isn’t working. It’s the key to efficiency, business success, understanding and achieving ROI, future growth plans and overall planning.
You need to measure for success. Plus, you’ll gain further understanding of where your customers predominately sit within the funnel.
Below is a recommended approach to measuring multi-channel marketing via the See Think Do Care framework.
Not all business has the resource available to cover all of the available channels. So, you must understand your audience and how to reach them in the most efficient way possible.
Below are some interesting articles on understanding your audience and creating bespoke personas.
Tools for Measurement
There are various tools you can use to measure success for both single and multi-channel marketing campaigns.
- Part of the Google Suite
- Offers a substantial amount of information
- Can also track bespoke campaigns, events, downloads etc.
Google Search Console
- Part of the Google Suite
- A means to “communicate” with Google about your site(s)
- Brings the C Suite into play
Google Data Studio
- Part of the Google Suite
- Integrates with many products
- Very customisable
Paid Media and See Think Do Care
Incorporating paid media through the See Think Do Care model is a match made in heaven.
There are different paid media channels to explore and integrate into your business strategy, including PPC ads, Google Shopping, Display Advertising and Paid Social. It’s also a powerful channel for remarketing and building a loyal customer base.
The image below demonstrates how paid media fits into the different stages, which helps with budgets and ROI.
If you have not considered remarketing before, you should. It is an effective way to create tailored audiences based on recent purchases and retarget customers who have purchased within a set number of days, abandoned their shopping basket, or browsed a product before leaving the website.
If your service is centered around monthly subscriptions, or your products have a specific lifecycle, remarketing is an excellent way to set reminders for a repurchase.
Attribution – What Channels Work
Understanding how your customers use your site provides valuable information as to how you might optimise your marketing budget for efficiency. This example shows the importance of paid search.
Organic Search and See Think Do Care
Organic search also fits into the various stages within the framework and provides the perfect set-up for remarketing. Incorporating organic search into the mix, supports the multi-channel approach, allowing you to reach out to a broader audience, driving more visitors to the website and finishing the buyer journey off with a remarketing ad.
Email Marketing and See Think Do Care
Email marketing is another channel that is perfect for the See Think Do Care framework. It is an excellent method for nurturing customers who are further down the buying funnel. Email marketing is also another effective way to retarget customers who have previously made a purchase or added items to the basket without completing the purchase.
While email marketing generally starts from the Think stage, organic search and PPC ads can target users who are at the top of the funnel (See stage), drive them to the website to sign them up the newsletter.
Making the Right Decision
Like with any marketing strategy, you must be confident in making the right decision. No marketer gets it right all the time, but we can take learnings from it and gain more understanding of what defines your target audience and where they are in the funnel. So, the wrong decision isn’t always bad.
Here are some questions to ask yourself to help you make informed decisions:
- What is our most efficient marketing channel?
- How does it interact with other channels?
- How efficient is each channel?
- If we want us to grow to £xxx all things being equal, what channels should I use, and what effort should I apply?
- If we make these changes, what would we expect to see in the short, middle, and long term?
- Where can we make change quickly to improve efficiency?
- How much does it cost to acquire a customer?
- How long do customers stay with us?
- Where do we see the opportunity?
See Think Do Care is an excellent framework for a multi-channel approach, but it can also work well for single-channel. Not only does it help you understand the different touchpoints of the buyer journey and how to target them, but it also helps to build personas.