Contents
- What is a marketing scenario?
- Customer Journey Map (CJM)
- Why are scenarios important in marketing?
- Popular marketing scenarios
What is a marketing scenario?
A marketing scenario is a pre-planned sequence of communications, where each stage depends on user behavior. These scenarios are formed based on the CJM — customer journey map, which demonstrates how customers interact with the company at various stages: from recognizing the need for a product to the moment they purchase it, and even beyond.
The customer journey map (CJM) describes the thoughts, emotions, needs, and desires of customers at each stage. For example, when a user adds products to the shopping cart of an online store, they might think, "I'll put everything I like here and then decide later." However, when they see a full cart, they may be overwhelmed by negative emotions, such as choice fatigue and fear of the final amount. This behavior serves as the basis for developing various interaction scenarios with the product.
Customer Journey Map (CJM)
CJM allows different specialists to work with data in various ways. For instance, product managers view it as a user scenario that describes how a customer behaves in the service. They may suggest changes to the app, such as adding a "Wishlist" feature. Meanwhile, marketers see it as an opportunity to create a marketing scenario, where their task is to organize communication effectively.
If the category of users described above follows a certain algorithm (added products to the cart — got upset — did not purchase), then marketing actions can also be structured similarly. For example, if a customer leaves items in their cart, they could receive automatically configured emails reminding them of 2-3 products, to avoid inducing choice anxiety and encourage them to return to the products they are interested in.
Why are scenarios important in marketing?
Using marketing scenarios has several key advantages:
- Personalization of marketing campaigns: Scenarios help create more targeted offers and promotions for different customer groups based on their behavior and needs. For example, if a customer views a specific product, they may be shown an ad with a discount offer for that product.
- Optimization of the sales funnel: Scenarios help identify points where users may encounter difficulties or leave the site, allowing for optimization of their journey to completing the desired action.
- Automation of communications: The system can automatically trigger chains of interactions based on customer actions, such as sending a welcome email after registration.
Popular marketing scenarios
There are many popular scenarios that companies use to interact with customers:
Welcome chain
This is a series of messages sent to new customers immediately after registration. The goal is to create a positive first impression and help the user navigate the company's offerings.
Example structure:
- First email: thank you for subscribing, a brief description of the company.
- Second email: introduction to the brand's benefits.
- Third email: personalized offer, such as a discount on the first purchase.
Purchase scenario
This scenario targets customers who have made a purchase. It includes order confirmation and delivery status notifications.
Example structure:
- Thank you for your purchase and information about the order status.
- Reminder about delivery and timelines.
- Request for a product review.
Abandoned cart scenario
This scenario is triggered when a customer adds products to their cart but does not complete the purchase. The goal is to encourage them to buy.
Example structure:
- Reminder about the abandoned cart with images of the products.
- Additional incentives, such as discounts.
- Notification that the products may sell out soon.
Customer loyalty management
This scenario reminds the brand to those who have already made purchases. The goal is to retain customers and increase their loyalty.
Example structure:
- Thank you for repeated purchases.
- Personalized offers, such as discounts for loyal customers.
- Information about new products that may interest the customer.
Reactivation
This scenario is used to bring back customers who have been inactive for a long time. For example, by offering special discounts.
Example structure:
- Reminder about the company and offer of assistance.
- Special offer or discount to motivate them to return.
Payment reminder
This scenario is intended for customers with regular payments or installments. It reminds them of an upcoming payment.
Example structure:
- Polite reminder a few days before the payment due date.
- Additional reminder on the payment day.