This document discusses four major industry archetypes - door knob, goldfish, trumpet, and funnel - derived from the five A's customer journey framework. It also outlines four best practices for improving a company's performance based on its industry archetype. Specifically, it discusses how focusing on channel proximity, brand management, service management, or sales-force management can help a company succeed depending on whether its industry has high or low median brand advocacy ratios with narrow or wide ranges. The document concludes by analyzing how a mobile insurance industry fits within the funnel archetype, suggesting service management is the key success factor.
A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyde...ijtsrd
The consumer durable goods industry is operating in a highly competitive, complex and rapidly changing business environment. The consumer buying preferences are rapidly changing and moving towards high-end technology products. Products which were once considered luxury items have become a necessity because of the changing lifestyle and rising income levels. The consumer is brand-conscious, but not necessarily brand-loyal. Buyers tend to exhibit different types of buying behavior when they are in the process of purchasing goods and services and the behaviors witnessed are influenced by the type of product he she wants to buy. It is a very long process where the consumer makes the final decision whether or not to buy the product. This is called buying decision making. There are various factors which influence consumer decision making which include demographic socio-economic and cultural status etc. The major factors that affect consumer buying behavior are age, gender, income, social influence. In addition, from the product side price, durability, brand name, product features, after sales service etc., may also have a great impact on decision making. This project deals with the study on the factors that affect the consumer purchase behavior on Durable goods. This study is helpful for both business firm to maintain good customer relationship and for the consumer also as he need not look for more alternatives. Dr. E. Murali Darshan | Boosa Ravi Teja "A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyderabad" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd21493.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/21493/a-study-on-customer-purchasing-behaviour-on-durable-goods-in-kukatpally-hyderabad/dr-e-murali-darshan
A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyde...ijtsrd
The consumer durable goods industry is operating in a highly competitive, complex and rapidly changing business environment. The consumer buying preferences are rapidly changing and moving towards high-end technology products. Products which were once considered luxury items have become a necessity because of the changing lifestyle and rising income levels. The consumer is brand-conscious, but not necessarily brand-loyal. Buyers tend to exhibit different types of buying behavior when they are in the process of purchasing goods and services and the behaviors witnessed are influenced by the type of product he she wants to buy. It is a very long process where the consumer makes the final decision whether or not to buy the product. This is called buying decision making. There are various factors which influence consumer decision making which include demographic socio-economic and cultural status etc. The major factors that affect consumer buying behavior are age, gender, income, social influence. In addition, from the product side price, durability, brand name, product features, after sales service etc., may also have a great impact on decision making. This project deals with the study on the factors that affect the consumer purchase behavior on Durable goods. This study is helpful for both business firm to maintain good customer relationship and for the consumer also as he need not look for more alternatives. Dr. E. Murali Darshan | Boosa Ravi Teja "A Study on Customer Purchasing Behaviour on Durable Goods in Kukatpally, Hyderabad" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-2 , February 2019, URL: https://www.ijtsrd.com/papers/ijtsrd21493.pdf
Paper URL: https://www.ijtsrd.com/management/consumer-behaviour/21493/a-study-on-customer-purchasing-behaviour-on-durable-goods-in-kukatpally-hyderabad/dr-e-murali-darshan
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
presentation on e-marketing research process , data driven strategy , SDS model , Knowledge Management, social media monitaring, electronic marketing information system , facts and figures about social media
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
Leveraging Secondary Brand Association to build Brand Equity. Brand Association is very essential to build brand equity as it helps the audience to recall about the brand. For example, Close up reminds us about fresh breathing.
presentation on e-marketing research process , data driven strategy , SDS model , Knowledge Management, social media monitaring, electronic marketing information system , facts and figures about social media
This is the ppt translation of the third part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.
Summary - Fundamentals Of B2B Sales And Marketing - John M. CoeJohn Kivit
Summary of "Fundamentals Of B2B Sales And Marketing" by John M. Coe produced by John Kivit (www.multiscope.nl). Useful for your B2B marketing knowledge.
Innovation & Entrepreneurship - From Basics to Open InnovationNikolaos Vaslamatzis
Innovation & Entrepreneurship basics - how to think like an entrepreneur and models, analytical tools and frameworks to further develop a business idea, explore a market and develop a minimum viable product (mvp).
Introduction to Sales Management – The Sales Organization
– Determining Sales Related Marketing Policies – Sales
Functions and Policies – International Sales Management
– Personal Selling.
Sales Planning – Sales Budgets – Estimating Market
Potential and Forecasting Sales – Sales Quotes – Sales &
Cost Analysis, Sales Force Management: Hiring and Training Sales
Personnel – Time and Territory Management –Compensating Sales Personnel – Motivating the Sales Force
– Leading the Sales Force – Evaluating Sales Force
Performance.
Marketing Logistics - Distribution as Marketing Mix
Element – Distribution Resource Planning – Marketing
Channel Integration – Channel Management – Nature of
Marketing Channels – Evaluating Channel Performance-
Specialized Techniques in selling – Tele Marketing – Web
Marketing
Distribution Cost Analysis: Managing Channel Conflicts –
Channel Information Systems – Wholesaling – Retailing –
Ethical And Social Issues in Sales and Distribution
Management.
Creating, nurturing, developing and managing brands - A Snapshot of a 2 day w...Anand Mehta
This is a snapshot of a 2 day workshop on Creating, Nurturing, Developing and Managing Brands through their lifecycle. It indicates the flow of such a program and the possible case studies that could be covered under the program.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
2. LEARNING OBJECTIVES:
- Learn the four major industry archetypes
derived from the five A’s framework
- Learn how other industries cope with
different challenges
- Draw insights on how to win in a specific
industry by comparing the Brand Advocacy
Ratio (BAR)
3. FOUR MAJOR ARCHETYPES
Customer Behavior
- Have prior expectation
and preference
- Have low attachment
toward brand
Industry Characteristics
- Lengthy and thorough
evaluation before buying
- Involve multiple
stakeholders
- Highly involved in
purchase decision
- Have confidence in
brand quality
- Purchase is mostly
planned
- Trust real experience,
not claims
- Aggressive branding and
marketing
communications
- Many competing brands
- Commoditized offerings
- Similar positioning
among competing
brands
- Reputable image from
quality association
- Strong influence from
word of mouth
- Competing brands can
easily be compared
- Product is paired with
strong customer
experience
4. DOOR KNOB
- A pattern where there is great awareness, slightly lower appeal but there is
low curiosity i.e. ask.
- Acting is leveled with appeal and advocating is at level with ask.
- This situation is typical for low cost products that have a lot of competitors
and simple characteristics.
- Based on first impression, the best course to ensure phase Act i.e. buying the
product, would be to just have the product look really nice
- Example : Consumer Packed Goods (CPG)
5. GOLDFISH
- Pattern which is very problematic (at points A2, A3, A5 meaning appeal, ask
and advocate)
- High awareness as you inform the public. Low appeal is due to high
competition on the market meaning, hard to distinguish yourself from others
.Hard to convey a quick message.
- This leads to a high Ask rate as customers try to find what customers needs
- A5 or advocacy is also a great problem
- Example : Business to Business (B2B) situations (automobile industry)
6. TRUMPET
- When it comes to act, meaning buying it falls flat.
- Only slightly higher amount of customers will advocate the product.
- Not a lot of people can afford the product yet more people advocate it
even though they never bought it.
- Example: Rolex, Louis Vuitton
7. FUNNEL
- The only pattern which involves the customer on each stage to reach
advocacy as the dispersal rate of the customers is standard and steady.
- Customer experience is the greatest factor since they are a part of each
stage. Each stage must be taken care of at all times.
- Example: Telecomms
8. BOW TIE
- Ideal pattern, this a situation where there is great awareness, slightly less
appeal, slightly less questioning (Ask), a lot of people Act (buy) and even
more Advocate.
- This means that all of the people that see your brand will advocate it even
though they didn’t buy the brand.
- Perfect BAR score of 1 (aware = advocate) and (appeal = act)
- The four customer path patterns (door knob, goldfish, trumpet and
funnel) should strive to obtain this perfect bow tie pattern
11. FOUR INDUSTRY BEST PRACTICES
1) High Median Bar and Narrow Bar Range
– success is determined by channel proximity and accessibility to key
markets
2) High Median Bar and Wide Bar Range
– key success factor is brand management
3) Low Median Bar and Wide Bar Range
– key success factor is service management
4) Low Median and Narrow Bar Range
– key success factor is sales-force management
12. APPLICATIONS TO MOBILE INSURANCE
o Mobile Device Insurance and
Protection
24-hour device replacement (lost,
stolen, or damaged)
Locate and Alarm (Mobile app also
enables you to locate your phone,
secure your privacy.
Content Back-up (contacts, photo,
video)
Technical Support and Tutorials -
One Click Tech Advisor or Personal
assistance with one simple call to
resolve any technical question
13. APPLICATIONS TO MOBILE INSURANCE
Funnel Archetype
- customer experience really matters, need to focus on customer experience
innovations since technology is our business, more focus on R&D to better
understand how we can serve well our customers, increase commitment and
increase affinity from our subscribers.
Success Factor
- Service Management
Take for example Zewa toilet paper. First, a lot of customers see a lot of toilet paper in a store. Some of them notice three brands including Zewa. There is little to no research being done on the product as its use is fairly straightforward. From the people that noticed the products, they will buy the product probably based on appeal more than on actually dissecting various characteristics of the product. Finally, only a small number of customers will actually advocate the product.
Zewa for example mostly points out two main characteristics; smell and number of layers. They associate these characteristics with color. If a customer is looking for lavender fragrant toilet paper, he will probably notice the purple product as lavender is purple. Of course, you want to try to achieve The Tie model. This means your A1 to A4 are good, but A5, Advocacy, is lacking greatly. One company that managed to regulate this is Coca Cola. Using other means to increase loyalty other than what the product offers could help. Example would be donations, charity, sending a social message etc. At this point, you are not selling the product, you are selling, not just the brand, but the image of the company. The customers should feel good buying your product and that is what would drive Advocacy and differentiate you from others.
Hard to convey a quick message as to why your product or service is better than others. In turn this leads to a high Ask rate as customers try to find what they need based on the slight differences the competitors offer. The usual points customers (businesses) look at are the product quality and price. This also leads to a more perfectly informed customer. A5 or advocacy is also a great problem. This is due to having a great number of competitors on the market and the customer having a lot of information about a lot of them. If you cannot do a certain job for a certain price, the customer can easily go somewhere else.
An example would be GoDaddy, a hosting and domain purchase website. The price of domains is mostly the same with other competitors so if the service isn’t good, the customer can easily switch to someone else
For low appeal, there is nothing much you can do as your customers are not really interested in such things. You can simplify the ask process by adding a comparison site table, integrated into your landing page in order to give the customers instant information about your competitors. Due to heuristics, the customer is more likely to stay on your site as soon as they see that the prices and services are pretty much the same. Increasing advocacy can be done with excellent customer service. Renting hosting is simple enough, but to get help in seconds whenever you need it via chat is something that would drive customer satisfaction up.
Similar to the example I made with the Tie about Tesla, it could also be an example of the Trumpet but on a smaller, more pessimistic and realistic, scale
The last pattern is the Funnel. This is the most traditional pattern that people think of when talking about customer journey. Also, it is the only pattern which involves the customer on each stage to reach advocacy as the dispersal rate of the customers is standard and steady. The greatest factor when dealing with the Funnel is customer experience since they are a part of each stage. At times, it is also recommended to create a slightly faulty product in order to achieve better customer loyalty and in turn advocacy. Each stage must be taken care of at all times. In the digital world this would be: A1 ads and ranking, A2 look fantastic with great headings in article, A3 landing page, information, chat and call to action, A4 easy to purchase, A5 great customer support and product quality. An example would be Udemy, a site dedicated to teaching via courses. At A1 it creates ads to the whole targeted market, some people find it appealing at A2, at A3 less people will ask about it, at A4 (Which is the most important step in the Funnel) is gained with constant discounts, thus in turn creating Advocacy to most people that bought their service.
Why would someone do that? Surely there is no such brand and this is just a theory? Well, take Tesla cars would be a bit of a farfetched example but it could be striving for it. A lot of people know about Tesla (awareness), only a part of the people that know about it will find it appealing(appeal). Tesla’s cars have a clear message and there are not a lot of competitors on the market in the price range. There is quite a number of people that bought the car and do love it. However, even the people that only know about Tesla think highly of the product. All products should try to strive for the Tie model, although some just cannot achieve it.