Monday, 8 November 2010

Marketing cycle to advocacy

In the old days marketers used linear funnels to help them plan marketing that aimed to move consumers through the funnel from awareness through various other stages to purchase.

The AIDA model - Attention, Interest, Desire and Action - being one of the most well known.

The power of consumers and the growth of the internet has forced marketers to change their thinking.

Mckinsey's last year started talking about the 'consumer decision journey' and Forrester Research have recently stated talking about the 'customer life cycle'.

Now it's my turn.

Above is my new 'cycle to advocacy'.

It is simply the path to advocacy framework I have been using for the past 2 years, but drawn in a cycle.

The stages are the same and its purpose the provide a framework that enables marketers to work out:
  • What brand experiences they want to deliver their consumers at each stage
  • How to get the whole brand organisation (marketing, sales service, etc) to focus on collaborating to delight consumers in a way that gets them to buy again and become brand advocates.
If you are keen improve how your organisation builds brand experiences that will drive sales, loyalty and advocacy I recommend you check-out all three approaches.

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