This document outlines online and offline marketing activities across different stages of the customer journey, including brand awareness, acquisition, onboarding, engagement, retention, and advocacy. It lists common tactics for each stage, such as search engine marketing, social media posts, and ads for awareness and acquisition. For onboarding, it includes website optimization, signups, and welcome emails. Engagement and retention activities incorporate promotions, loyalty programs, reminders and rewards. Advocacy is supported by reviews, referrals, and community involvement. The table provides a holistic overview of integrating digital and traditional channels across the customer lifecycle.

1. Marketing Funnel Online Activities Offline Activities
Brand Awareness
Acquisition
On Board
Engagement
Retention
Advocacy
O2O Campaigns
SEM(SEA+SEO) , Social(FB, Inst, Twitter etc..)
Posts, Social Paid Ads, Affiliate Ads, PR Articles,
Customer Online Queries, Like-for-likes
Google Local Guide,
Google My Business,
Mobile Apps,
Print Catalogue, Shopping Mall Ads, Airport Ads,
TV Ads, Store Events, Local Community Events,
Model Search Competitions, Magazine Ads
eCom Web Optimization, SEM, Social Sign-on &
Sign-up, Loyalty Program Sign-up, Affiliate Ads
Customer Data Capture
& Database Analysis,
Mobile Apps
In-store Promotions, Store Events, SMS opt-in,
Loyalty Program, Creator Location(e.g. QR code)
eDM(Welcome email, Activation email etc.),
Loyalty Program Reward, Newsletters,
Multi-step Welcome Pack- eDM
New Member Voucher
Redemption
Membership Card, Loyalty Program Reward,
New Customer Voucher,
Multi-step Welcome Pack- Printed
Anniversary Celebration, Abandon Cart, Loyalty
Program Reward(e.g. Birthday Gifts), eDM, Cross
Sell & Up Sell, Remarketing Ads, Social Ads,
Google Trusted Stores, A/B Testing
Click & Collect
Rewards Redemption
Anniversary Celebration, SMS promotions, Event
Calls, Cross Sell & Up Sell, Loyalty Program
Reward & Redemption, Personalization
Experience Activities, VIP Events
Social Re-engagement, Segmentation emails,
Remarketing Ads, Gift Card Sell, Online Survey,
Responsive email design
Local Reviews,
Churn & Regression
Analysis
Gift Card Sell, Satisfaction Survey Calls,
Event Calls, Trending Education
Social Posts & Social Ads, PR Articles Local Reviews
Referral Program
TV advertorials, Local Community Events
By Marco Ma – Mar.2016