New Consumer Journey - Marc Williams

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Marc Williams' session at MarketMix 2014

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New Consumer Journey - Marc Williams

  1. 1. Enter the Mobius™ PSAMA MarketMix March 26, 2014
  2. 2. People are smart. It’s a whole new world.
  3. 3. A burning case for a new model. How the Wolf became an American.
  4. 4. The funnel is really a hurricane.
  5. 5. Tired of the same answer? Ask a different question.
  6. 6. MOBIUS
  7. 7. Brand & Product A brand sets expectations and removes a product from parity. Start your marketing with the product itself. STRAND #1 ALWAYS ON
  8. 8. Influencers Influencers create an impression. From ads to social media, online reviews, PR, Point of Sale, etc. This is an area most marketers are comfortable with creating. STRAND #2 ALWAYS ON
  9. 9. Conception Or here. STRAND #3 The Need The need, want, hunger and desire start here. But unlike traditional models, our cycle may not start here.
  10. 10. Consideration Active evaluation Major crossover with Influencer strand Most major change in how we advertise needs to be addressed here. STRAND #4 Making a choice.
  11. 11. Purchase The transaction experience. Includes: Purchase triggers such as coupons, price, ease of transaction, availability, online store experience, and sales assistance. STRAND #5 The choice is made.
  12. 12. Experience How does it work; as advertised? Customer service, warranty, CRM Will it create loyalty? Will you tell your friends? STRAND #6 Post-purchase
  13. 13. hoose your own adventure Genre • Product • Character Pick a card, any card
  14. 14. Diagnostics How to apply the Mobius Cycle
  15. 15. A letter from you. Write down the one thing you want to remember about the Mobius Cycle and how it applies to your business. We’ll collect all the cards and mail them to you in 2 weeks.
  16. 16. Applied learning
  17. 17. But wait, there’s more. Questions and a special offer. mjw@williams-helde.com

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