Marketing 4.0: Moving from Traditional to Digital

1. Chapter 5: The New
Customer Path
prepared by: Bryan V. Evangelista

2. The New Customer
Path
How People Buy
Advocacy:
The O Zone (03)
Reflection Questions:
prepared by: Bryan V. Evangelista

3. Information overload
Standout through
meaning full
connection
Less (touch points) is
more
P2P
prepared by: Bryan V. Evangelista

4. prepared by: Bryan V. Evangelista
EARLY Pre Connectivity Era of Connectivity
E.St.Elmo Lewis Derek Rucker Philip Kotler
A.I.D.A. A.A.A.A. A.A.A.A.A.
Attention Aware Aware
Interest Attitude Appeal
Desire Act Ask
Action Act Again Act
Advocate

5. prepared by: Bryan V. Evangelista

6. prepared by: Bryan V. Evangelista

7. prepared by: Bryan V. Evangelista

8. prepared by: Bryan V. Evangelista

9.  Being a sales agency, out ultimate touch point has
always been the one-on-one contact between client
and agent. As discussed this is the traditional model
and this is what we do well and we continuously are
enhancing the customer experience as we believe that
this will generate the 3R’s as mentioned before. In the
contest of Marketing 4.0, creating advocates among
our clients.
 Notwithstanding, we need to also improve on the
Awareness and Appeal through social media. Long
have we been asking ourselves, what is the next
distribution channel for our brand. Obviously it is
distribution through social media by using it as a
contact tool to generate awareness and appeal for our
brand.
 We are right now in digitization process where in the
ultimate goal would also be to act without the need for
an agent to facilitate. Right now we are in the early
stages of this process where we still need the agent as
a facilitator of the business. In many articles on
digitization in the financial services industry, there will
come a time that the whole sales process can be
relegated to the digital platform.
prepared by: Bryan V. Evangelista

10.  Outer Influence – deliberate and strategic implementation of
tactics to use social media as an effective tool in creating
awareness and appeal; and, with further development of our
digital platform, ultimately to act on the purchase of financial
products.
 Others’ Influence – we already understand the value of
converting our clients into advocates; but, there must be a
more systematic and deliberate effort in this path towards
advocacy. We have made and lost sales based on existing
customer’s good and bad experience with our brand. For
clients with a good experience, it is a well- known fact the
good agents usually come from our satisfied clients. They
believe in our brand to the point that they believe that they
can do well, in terms of being a licensed insurance agent, in
offering our products and services.
 Own Influence – converting a client to an advocate is all about
the customer experience. As I’ve said many times in the past,
even before the age of social media, our satisfied clients are
our walking talking billboard and the ultimate contact point
has always been with their soliciting and servicing agent.
More so in the digital era where social media allows for free
sharing of ideas and opinions. To succeed is make sure that in
every contact opportunity the client has a good customer
experience. Again , to complement our agency force, this is
the reason why we are heavy in developing digital tools that
will help the client, manage their own accounts on-line as an
alternate method of servicing their needs
prepared by: Bryan V. Evangelista