A requirement for Digital Marketing at the Ateneo Graduate School of Business

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INDUSTRY ARCHETYPES AND
BEST PRACTICES
Earl Raymond Bañez
Ateneo Graduate School of Business
Digital Marketing – S36
Channel, Brand, Sales, and
Service Management

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• Customer Journey Experience
• Industry Archetypes & What They
Mean
• Archetype Application
INDUSTRY ARCHETYPES AND BEST PRACTICES
OUTLINE

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CUSTOMER JOURNEY
EXPERIENCE
• Survival
• Complex
• Heterogeneous
• Always-On

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1. Doorknob Archetype
INDUSTRY ARCHETYPES AND
WHAT THEY MEAN
• High commitment; low
curiosity
• Does not mind other
options; first impression
• High brand switching
• Improve CX via strong
post-sales programs;
loyalty programs; even
good packaging

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2. Goldfish Archetype
INDUSTRY ARCHETYPES AND
WHAT THEY MEAN
• High curiosity level thus
the need to create a need
• Common in B2B context
• Considers many factors
before they decide, thus
long process of buying
• Customer intimacy is the
deciding factor

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3. Trumpet Archetype
INDUSTRY ARCHETYPES AND
WHAT THEY MEAN
• High affinity to the point that
they advocate brands even if
they haven’t tried
• Advocates are more than the
users; brand speaks for itself
• Word of mouth is effective
however, it is very niched
• Improve CX through
affordability and accessibility
of channels but making sure
brand wont be diluted

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4. Funnel Archetype
INDUSTRY ARCHETYPES AND
WHAT THEY MEAN
• Consumers are involved and
purchases are planned; they
advocate only if they've
experienced it
• CX matters because customers
go through every stage before
arriving at a decision;
• Customer touchpoints must be
activated, well-managed, and
innovative to improve brand
affinity

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5. Bow Tie Pattern – The Ideal
INDUSTRY ARCHETYPES AND
BEST PRACTICES
• Combination of all
positive strengths of the
4 major patterns
• Willing to recommend the
brand because of its
reputation
• Aware= Advocate

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1. Doorknob Archetype
ARCHETYPE APPLICATION

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2. Goldfish Archetype
ARCHETYPE APPLICATION

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3. Trumpet Archetype
ARCHETYPE APPLICATION

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4. Funnel Archetype
ARCHETYPE APPLICATION

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• Customer Experience is the Key to
Business and Brand Survival
• Archetypes vary but good to know to
keep brands and businesses on their
toes in the pursuit of overall success
• Innovation is where the competition
happens
Summary
INDUSTRY ARCHETYPES AND
BEST PRACTICES

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INDUSTRY ARCHETYPES AND
BEST PRACTICES
Earl Raymond Bañez
Ateneo Graduate School of Business
Digital Marketing – S36
Channel, Brand, Sales, and
Service Management