A COSLA Presentation about the New Customer Path in relation to Digital Marketing. Requirement for MBA DigiMa Class.

1. THE NEW CUSTOMER PATH
Gab Cabangon
Ateneo Graduate School of Business
Understanding Marketing Management

2. 1. THE FIVE “A”s to understand how customers buy
2. THE O Zones (O3s) driving awareness to advocacy
3. Application to PhilPop
4. Summary of Presentation
Outline:
THE NEW CUSTOMER PATH

3. History of the Framework
AIDA
• Attention
• Interest
• Desire
• Action
4 “A”s
• Aware
• Attitude
• Act
• Act Again
5 “A”s
• Aware
• Appeal
• Ask
• Act
• Advocate
è è

5. 5 “A”s
Path 1: Aware(Exposure)
Path 2: Appeal (Attraction to the brand)
Path 3: Ask(Generate curiosity)
Path 4: Act (Purchase & Engage)
Path 5: Advocate (Building Customer Loyalty)
Note: This path is not always straightforward

6. 3 O ZONES (O3) Purpose
Goal: Drive consumers
from “awareness to
advocacy”

7. THE 3 “O ZONES” (Types)
OWN
Influence from within oneself or past experiences
OTHER
Influence from a close circle or community of a consumer
OUTER
The outer influence comes from external sources

8. EXAMPLE (PHILPOP)
Songwriter
joins and
advocates the
programs of
PHILPOP

9. SUMMARY
5 “A”s
• Aware
• Appeal
• Ask
• Act
• Advocate
è
O ZONES OF INFLUENCE

10. COSLA Templates
COncept Synthesis and Local Application
Gab Cabangon
Ateneo Graduate School of Business
Professional Powerful Presentations Using