In attempt to better communicate how marketers should engage with consumers (or rather prosumers) online, I created a marketing model to sum up the key steps a marketer needs to consider to become part of the consumer’s consideration set and to aid them in their purchase journey. The model describes how consumer’s move from affinity with a brand to conversation, participation and engagement, and the pivotal role the community and WOM now plays in these interactions.
Posts Tagged ‘brand’
The new consumer journey and the role of marketing
Posted: November 7, 2009 in Social marketing, UncategorizedTags: Advocacy, brand, Brand affinity, Brand detractors, Buyology, BzzAgents, Community marketing, Consumer journey, Consumer loyalty, Content, Conversational marketing, Disruption, Influencers, Martin Lindstrom, New marketing, Search optimization, Social listening, Social networking, User experience, User participation, WOM
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CSR and post-recession business success
Posted: March 19, 2009 in Social marketing, UncategorizedTags: brand, CSR, Ethics, New marketing, Transparency
When it comes to the recession, ethics fly out the door. Or does it? Consider the massive consumer and even governmental back-lash against the massively unethical behavior of the banks that threw the world economy into a tailspin. We are entering an age where CSR will be what keeps a brand from tanking in the post-recession world.
The ELE event that hit the business world
Posted: March 10, 2009 in IntroductionTags: brand, corporate watch, entertainment, globalisation, Internet, social shifts, sourcewatch, wikileaks
In the last decade, the world as we know it underwent a fundamental change. A change so profound that it represented an extinction-level event for businesses of all types. The resulting impact of this event is suffocating any businesses incapable of making evolutionary changes, while literally wiping out some businesses altogether. Consumers are switching off and logging on to get what they want. Free entertainment. A sense of connection to others. Real stories. And knowledge.
