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The Connected Consumer and the New Decision-Making Cycle
The gold mine of insight that can be tapped by
studying Gen C will expedite your transformation
from a great marketer to a great connected marketer.
This is a tremendous coup for your business as it
will benefit from relevant and compelling marketing,
promotional, and advertising strategies. Further, your
customers will take delight in the refreshing and
humanized approach your business will exude.
These newly relevant strategies will further optimize
what many sales, marketing, and service strategies
and processes are already designed to optimize:
the customer funnel. There are many different
versions of this funnel, but among the most basic
and widely accepted is attention, interest, desire, and
action (AIDA). This model describes the likely steps a
customer may take in making a decision.
Generation C and the dynamic customer journey
This spiral path documents the importance of
earning customers’ attention early in the decision-
making process to benefit from that awareness
when customers are ready to think seriously about
buying. Naturally, websites, representatives, marketing
materials, and the like contribute to the shepherding
of customers as they travel down the funnel toward
action—hopefully in your favor. From there, depending
on their experience, customers will then move toward
a state of loyalty and, ultimately, advocacy.
In many ways, marketing, sales, and service are
designed to act as sherpas through customer
engagement, guiding people along this delicate path,
because, at any moment, consumers could fall off
the path to a purchase with your company without
direction or support.
Attention
Interest
Desire
Action
Generation C
weaves an interesting web
Generation C and the
dynamic customer journey
Customers get buy with a
little help from their friends
C change in consumerism:
A new bi-directional approach
is needed
In summary:
The connected marketer 9

Publié dans : Business

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