Scenario: You work for a company called PetSpot that sells animal supplies. The best audience to target on social media at the decision stage of the buyer’s journey would be people who:
have expressed an interest in dogs
meet the demographic profile of your buyer persona
have liked your posts on social media
have added items to their cart, but did not complete their purchase
Explanation: The correct answer is have added items to their cart, but did not complete their purchase. In the decision stage of the buyer’s journey, individuals have already considered their options, evaluated different products or services, and are now on the brink of making a purchase decision. Targeting individuals who have added items to their cart but abandoned the purchase at the last minute is effective because they have already expressed a strong interest in the products offered by PetSpot. These individuals are familiar with the brand, have shown intent to purchase, but for some reason, did not complete the transaction. By targeting them with ads on social media, PetSpot can remind them of the products they were interested in, offer incentives such as discounts or promotions, address any concerns they may have had, and encourage them to complete their purchase. This audience is more likely to convert into customers compared to those who are simply interested in dogs or have engaged with PetSpot’s social media posts, as they have already progressed further along the buyer’s journey and are closer to making a buying decision. Therefore, targeting individuals who have abandoned their carts is a strategic approach to capitalize on their existing interest and drive conversions during the decision stage of the buyer’s journey.