AWARENESS > EVALUATION > USE > CONVERSION > ENGAGEMENT
The initial steps involve the audience being aware of the brand or promotion and one or more elements of the campaign. A specific idea could be solely focused on stimulating awareness of other elements of the digital strategy, e.g. a PPC advert linking to a microsite.
Evaluation is the equivalent of dipping a toe in the water. This may involve limited exposure to a further reaching idea, a light weight approach to a deeper idea using progressive disclosure or potentially a walk-through of a more advanced idea. The evaluation step encourages the audience to move through to the next stage in the engagement path without setting up the barrier to commit.
To achieve the aims of the digital strategy, at some point the audience will be expected to use one of the tools within the campaign, hopefully repetitively. Use should not raise the barrier of conversion, e.g. the user being forced to expend excessive time and/or money.
An idea that reaches the conversion stage of the engagement path will be meeting the short term aims of the digital strategy,e.g. making a single purchase through a site.
Engagement involves entering into long term dialogue with the audience over an idea. Ideas that reach the engagement stage can result in repeat conversion and the transition of the audience from being inactive participants to active advocates.