Ikea kitchen method conversion banner

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Example of an advertisement with the conversion goal: generate sales, which is in line with Ikea's branding campaign as mentioned earlier.

When do you choose branding and when do you choose conversion?
How do you determine whether branding or a conversion goal is the best choice in your situation? To answer this, I first want to tell you a little more about the customer journey.

The customer journey is the path that a potential customer germany phone numberyour target group takes before he or she becomes a satisfied and returning customer. A model that describes this process is the ACD model (a variant of the AIDA model). The model consists of three phases:

Match keyword type to phase in customer journey




Awareness : This phase is about attracting the attention of the target group. Potential customers become aware that your brand exists with its associated products and/or services. Your target group may have a specific problem and see you as a potential player on the market who may be able to provide a solution to this problem. In this phase, the target group does not yet have the need to choose a solution, but is looking for possible solutions to the problem.
Consideration : The potential customer knows what solutions are possible for the identified problem. In this phase he or she will consider which solution is the best and most satisfying for him or her.
Decision : The potential customer chooses a solution to his or her problem, takes action and becomes a customer. It is then up to the organization to create and maintain customer satisfaction.