The document introduces the Mobius marketing cycle model as a new approach to understanding the customer journey. It describes the model as having 6 interconnected strands representing different stages of the customer journey: 1) Influencers, 2) Conception, 3) Consideration, 4) Purchase, 5) Experience, and 6) Post-purchase. At each stage there are considerations for how marketers can impact customers. The cycle is also described as always-on and non-linear, with the potential for customers to enter at various points.

1. Enter the
Mobius™
PSAMA MarketMix
March 26, 2014

2. People are smart.
It’s a whole new world.

3. A burning case for a new
model.
How the Wolf became an American.

4. The funnel is really a hurricane.

5. Tired of the same answer?
Ask a different question.

6. MOBIUS

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. 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. 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. 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. 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. 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. hoose your own adventure
Genre • Product •
Character
Pick a card,
any card

14. Diagnostics
How to apply the Mobius Cycle

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. Applied learning

17. But wait, there’s more.
Questions and a special offer.
mjw@williams-helde.com