Internet Marketing Digital_marketing_for_dummies | Page 49

service, coupled with a customer service experience to match. Word travels fast in the
digital world, and if you aren’t providing value, you find that your marketing creates
the exact opposite of advocates and promoters. Instead, your marketing only speeds
the spread of information about the poor experiences your customers have had.
Before attempting to build engagement and community, optimize the amount of value
you bring to your customer.
When done right, Acquisition, Monetization, and Engagement campaigns seamlessly move
people through the customer journey. These three strategies help people go from their
“Before” state in which they have a problem to their desired “After” state of having gained
a positive outcome through your product or service. (We discuss the customer journey in
greater detail in Chapter 1.) Figure 2-4 shows all the stages a person goes through, ideally,
in the customer journey. Use the Acquisition, Monetization, and Engagement tactics
discussed in this chapter to help move people down this path.
FIGURE 2-4: Use Acquisition, Monetization, and Engagement campaigns to move people through the customer journey.