The PPT was made for my individual presentation during Marketing Management course at AUA.

1. New Frameworks for Marketing
in the Digital Economy
Marketing Management: MGMT 361
Instructor: Theofanis Varvoglis
Student: Liana Ghalumyan

2. THE EVOLUTION OF THE CUSTONER PATH
AIDA:
 Attention
 Interest
 Desire
 Action
Four A’s:
 Aware
 Attitude
 Act
 Act again
Five A’s:
 Aware
 Appeal
 Ask
 Act
 Advocate

3. The rise of social influence
Loyalty as the willingness to advocate a brand
Ask and advocate relationships
01
02
03
Reasons for the New 5 A’s Customer Path Shaped
by Connectivity

4. FLUCTUATIONS DURING 5 A’s CUSTOMER PATH
 Customers might skip a certain phase along the customer path
 The new customer path might be a spiral
 Spent time variance depending on the industry
 The level of customers’ experience

5. DRIVING FROM AWARENESS TO ADVOCACY:
THE ZONE O (O3)
Marketing Communication ActivitiesMarketing Community ActivitiesPost Purchase Customer Experience

6. THE O ZONE ACROSS THE CUSTOMER PATH

7. MARKETING PRODUCTIVITY METRICS
The level of consumer consciousness of a company
Awareness
Emphasizes getting existing customers to talk
about the company and its product
Advocacy
Measures how well companies “convert” brand
awareness into brand purchase
Purchase Action Ratio (PAR)
01
02
03
Measures how well companies “convert” brand
awareness into brand advocacy
Brand Advocacy Ratio (BAR)
04

8. 4 Potential Bottlenecks Occurred Across The 5 A’s
Low Commitment Level
Low Affinity Level
Low Attraction Level
Too Low or Too High
Curiosity Level
Add Contents Title
The result of low conversion rate from ask to act
The result of low conversion rate from act to advocate
The result of low conversion rate from aware to appeal
The result of poor conversion from appeal to ask

9. CUSTOMERS’ CONVERSATION
Not costly way to increase the level
of awareness. The risk is the
uncontrollable direction of the
conversation’s content

10. Strategies to Overcome 4 Potential Barriers
Occurred Across 5 A’s
Increase Attraction
Optimize Curiosity
Increase Commitment
Increase Affinity

11. Some Ways to Increase Attraction
Human-centric
brands
Social and
Environmental Values
Lifestyle Brands
Personalized
Products and
Services

12. Optimize Curiosity

13. INCREASE COMMITMENT
 Channel Availability
 Ability to deliver superior experience

14. Customer Service Interfaces
Social-Media Interactions
Gamification
01
02
03
Customer Engagement Programs for the Affinity Growth

15. Thank You For Your Attention!
Any Questions?