How can you make your brand the top choice of consumers? In this post, we will understand the New Customer Path in your marketing strategy in the Digital Economy today.
It is important to first understand the 5 A's Framework:
Path 1 Aware - your brand should be visible.
Path 2 Appeal - your brand should be able to attract and create a connection or relate to your consumers
Path 3 Ask - generate curiosity & searchable.
Path 4 Act - can purchase, avail of service and engage with your consumer
Path 5 Advocate - ultimate goal to create customer retention and loyalty. Advocates will spontaneously talk about your brand, product or service even without being asked and share it through word of mouth. Advocates also defend the brand against negative critics.
Goal is to have Advocates
It is important to understand the 3 O Zones of Influence that drives your consumer from the first path to being an advocate.
Outer Influence - external sources fro advertising
Other Influence - come from close circle or community
Own Influence - individual preference or past experience or interactions
However, take note that the 5A's doesn't have to straightforward where you have to start from Path 1 to 5. It is flexible and allows room for creativity. You can jump into a certain path right away or skip paths towards path 5 of having advocates.
Stay Tuned & Stay Hungry!
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