Your SlideShare is downloading. ×
The Marketing Models
The Marketing Models
The Marketing Models
The Marketing Models
The Marketing Models
The Marketing Models
The Marketing Models
The Marketing Models
The Marketing Models
The Marketing Models
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Marketing Models

9,749

Published on

Various Marketing Models: The SCOPE Planning Model, The Marketing Hourglass, The Brand Engagement Cycle, Basic Model of Ecommerce Design, Content Channels, The VAULT CRM Model, The Risk - Reward …

Various Marketing Models: The SCOPE Planning Model, The Marketing Hourglass, The Brand Engagement Cycle, Basic Model of Ecommerce Design, Content Channels, The VAULT CRM Model, The Risk - Reward Matrix

Published in: Business, News & Politics
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
9,749
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
210
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • For generations in marketing and business we’ve used the SWOT model to provide an initial analysis and classification of the issues facing a business as it starts to evaluate it’s position and devise strategy. It has served us well since its inception in the 1960s with it’s simplicity, functionality and intuitiveness; remaining un-changed and un-equivocal for over 40 years. It provides a useful tool for segmenting internal and external factors into positives and negatives, yet in doing so it can be limiting in it’s scope to introduce wider factors which could or should come into play when developing our plans.Most executives merely use the SWOT as a method of grouping factors into the 4 buckets, with limited conscious effort to align internal Strengths to specific external Opportunities, or to understand Weaknesses in regard to mitigating Threats. In this respect, the SWOT doesn’t provide a progression in it’s strategic development. I’d therefore like to put forward the SCOPE planning model for consideration as an alternative to SWOT.
  • The traditional ‘Marketing / Sales / Adoption Funnel’ is one of the key models used by marketers to outline the progression of potential customers from initial awareness to purchase The ‘Marketing Hourglass’ extends the customer journey beyond purchase as they adopt and then in-turn ‘market’ the product / service / brand, ultimately generating advocacy and evangelism The Marketing Hourglass provides a model for marketers to progress potential and active customers through their levels of engagement by: Defining characteristics and behaviour at each level Understanding the dynamics and motivations for customers to move between levels Identifying marketing strategies and tactics to ‘manage’ customers through their journeys to enhance customer experience and increase engagement and value Applying appropriate measurements at each level to determine progress and ROI
  • Transcript

    • 1. Image: Tomomi Sasaki on FlickrThe Marketing Models 1Created by John Webb
    • 2. The SCOPE Planning Model SITUATION • Rear-view pertaining conditions which have a relevant and material impact on the planning decision with regards to internal or external environmental factors. CORE COMPETENCIES OBSTACLES The Marketing Models © John Webb 2012 • Unique strengths and abilities of the business which • Potential issues and threats that could jeopardize provide the fundamental basis for the provision of the realisation of future Prospects. added value to customers and are critical to the delivery of competitive advantage. PROSPECTS EXPECTATIONS • Possibilities, chances and opportunities existing • Future-view anticipated developments in internal both internally or externally to the business which and external conditions that could materially have an apparent probability of enhanced sales and influence or impact the delivery of plans to meet / or profits created through the leveraging of its the identified Prospects. Core Competencies. 2in2-marketing.com | @WebbJS
    • 3. The Marketing Hourglass TACTICS METRICS AWARENESS • Brand Advertising • Brand Awareness / • PR Attribution KNOWLEDGE BASIS FOR DEMAND • Social Media • Engagements Engagement • Traffic INTEREST CONSIDERATION • Demand Advertising The Marketing Models © John Webb 2012 • Social Media Endorsement • Purchase Intent INTENT DEMAND GENERATION • Promotions • Conversion • Site Funnel PURCHASE • Pre-RM ACTIVATION • Customer Onboarding & Engagement • Satisfaction REPEAT CRM • Database Marketing • Cross Purchase • Social Media Endorsement PREFERENCE LOYALTY • Loyalty / Reward • Referrals Programmes REFERRAL / ENDORSEMENT PROLIFERATION • Net Promoter Score • Social Media (NPS) Proliferation ADVOCACY / EVANGELISM 3in2-marketing.com | @WebbJS
    • 4. The Brand Engagement Cycle The Marketing Models © John Webb 2012 ENGAGEMENT 4in2-marketing.com | @WebbJS
    • 5. Basic Model of Ecommerce Design 8. Ecosystem 1. Pre-RM The Marketing Models © John Webb 2012 7. CRM 2. Range 6. Social Sharing 3. Merchandising 5. Content 4. Discoverability 5in2-marketing.com | @WebbJS
    • 6. Content Channels The Marketing Models © John Webb 2012 6in2-marketing.com | @WebbJS
    • 7. The VAULT CRM Model The Marketing Models © John Webb 2012 7in2-marketing.com | @WebbJS
    • 8. The Risk-Reward Matrix HIGH INTELLIGENT GAMBLE The Marketing Models © John Webb 2012 REWARD LOW SAFE AVOID LOW HIGH RISK 8in2-marketing.com | @WebbJS
    • 9. www. in2-marketing.com in2marketing.wordpress.com The Marketing Models © John Webb 2012 @WebbJS uk.linkedin.com/in/johnwebb slideshare.net/johns_webb mail@johnwebb.me 9
    • 10. The Marketing Models © John Webb 2012in2MARKETINGinnovation intrapreneurship marketing 10

    ×