Omnichannel Marketing Strategy through 5A´s of New Consumers Path. What? In a world where nowadays are more gadgets connected than people since 2010 according to Cisco IBSG and it is not going to stop, also everything is getting inside the biggest marevelous of 2010´s “Clouds”, as well Customers have more than 3,500 brand messages each day, an amount that people in a super competitive world with less & less time each day simply ignore them, “commodities” are ignored. Media Dynamics Inc., Media usage and Ad exposure. Marketing science needs to reinvent itself according to the new environment and changing habits. Marketing started focusing in Product Marketing, then Customer Marketing, then Human-Centric Marketing, but what happened today where customers are not more passives? Customers are content and advertising actives, spreading their desires, troubles and what they mostly trust is their f-factor (family, friends and followers).
Transcript
Omnichannel Marketing Strategy through 5A´s of New Consumers Path.
What? In a world where nowadays are more gadgets connected than people since 2010 according to Cisco IBSG and it is not going to stop, also everything is getting inside the biggest marevelous of 2010´s “Clouds”, as well Customers have more than 3,500 brand messages each day, an amount that people in a super competitive world with less & less time each day simply ignore them, “commodities” are ignored. Media Dynamics Inc., Media usage and Ad exposure.Marketing science needs to reinvent itself according to the new environment and changing habits.
Marketing started focusing in Product Marketing, then Customer Marketing, then Human-Centric Marketing, but what happened today where customers are not more passives? Customers are content and advertising actives, spreading their desires, troubles and what they mostly trust is their f-factor (family, friends and followers).
Why? Is not the media channel, is the objective in each step:
Customer´s 5A´s path:1. In Aware stage, is stimulated passively by Ads or Traditional Advertising.2. In Appeal stage, process the message and adopt if it fits in it´s Netnography profile ad hoc.3. In Ask stage, Research and get advices through f-factor: ZMOT.4. In Act stage, the product or service is bought in the most convenient Channel (Offline “experience 5
sens involved” or Online “fast and cheaper”) & Repurchase.5. In Advocacy stage, Over the time, the consumer is going to become advocate, a lot of benefits become
in this stage. no paid Advertising and real Loyalty x300 f-factors in FB each user average (according to Arbitron Edison/Research), the diamond that a few brands have achieved.in the other hand Algorithms in social media and new social commerce are going to be most and most restricting for brands continually.
Note: Netnography, nowadays crowd in social networks or apps like MetUp, join affinity people with same desires and doubts, more important than the Socioeconomic Level, is this an output from the Internet Democracy that involved all.
AdvocacyAppealAware Ask Act
Thus, Media Channel is secondary, the importance is decide which fits best in the model business, brand and strategy where we are working on and attached at the big Advocacy purpose.
How? Engaging customers in 5A´s of New Consumers Path where Internet has become Media, Channel and Social Advocate.
We should aim provide content that helps customers to relieve their anxieties and achieve their desires, in the other hand “the traditional advertising” contains the information that brands want to convey to help all their products or services in Aware stage principally. Content Marketing is the goal to engage customers in Internet, contains information they want to use to achieve their own personal and professional objectives, even interact and build the brand and crows around it for themselves.
Which? But, if something is not measured it is not enhanced, a new KPI has arrived: BAR (Brand Advocacy Ratio) measures how good brand become awareness to brand advocates:
BAR = Spontaneous Advocacy/ Spontaneous Awareness
BAR MEDIAN
BAR RANGE
Wide
Narrow
HighLow
NO WOMMarket Dominance
WOMMarket Dominance
No WOMNO Market Dominance
WOMNO Market Dominance
Service Branding
S-Force Channel
When? The results of BAR gives us a punctual strategy to increase Sales through Advocates.
