Updated: 7 days ago
Author: Tereza Pánková
Date of Publication: 12/10/2022
STDC framework →sustainable growth of your online business. On social networks, we can find profiles of brands and e-shops whose posts barely get a few likes, comments or shares. In short, they fail to reach their audience. The problem may lie in the channel that wasn’t chosen appropriately for the given message. Thus, it is very important to offer the user exactly what he is looking for, exactly where he is looking for it.
The most famous marketing models include See – Think - Do – Care framework, presented by Avinash Kaushik. According to him, the customer's needs go far beyond the mere desire to buy a product.
As the name of the model suggests, the framework divides the user's thinking and thus the online marketing phase into four steps. The central concept is the so-called customer journey. By this we mean all the experiences that the customer gets as part of the interactions with the online store.
Let's assume the role of a customer. What is the path to conversion? First, we spot the product on social networks with acquaintances. Perhaps an older item that we have had for many years stops serving us. We are definitely not interested in 'buy now' phrases at this stage. So, from the marketer's point of view, it doesn't make sense to measure the conversion rate now. Rather, we want to support our brand awareness.
It usually takes a while before we put the selected item in the shopping cart. First we think about the purchase. On the one hand, we may compare the prices of several merchants. On the other hand, we think about whether we really need the given product. What we pay attention to is its quality, reviews, and possible use. Therefore, in the Think stage, the customer's need to learn new information still outweighs the need to buy.
Next step is the purchase itself, i.e. the Do. It is on this (and often exclusively) that the vast majority of traders focus on. Its result is conversions that are easy to measure and very popular with managers. In addition, the Do phase is decisive from a business point of view, because it can generate a financial reward for our work.
What next? It would be a shame if contact with the customer ended after the first order. This can be followed by the Care phase. This is when the seller provides his customers with additional information, tips or even instructions on how to use the purchased product to the full. So, consider investing in quality content. The key terms that Care includes are cross-selling and up-selling. Hence, perfect customer service is an integral part of it. Final tip: It is important to cover all phases of the STDC framework. This certainly doesn’t mean that the strategy won’t work if we don’t use all channels. On the contrary, less is more. Choose a smaller number of channels, but you will devote due care and time to them. Just like any proper house stands on a solid foundation, online marketing also requires a proper and thorough strategy. Try incorporating the See - Think - Do - Care framework into your concept and you will see that your online business will move to a higher level.