Introducing the Marketing RaDaR
In our new report “Mix Art And Science For Marketing Success,” we introduce a new model: The Marketing RaDaR. This model (which serves as an update to our previous ‘interactive brand ecosystem‘ model) is designed to help you build marketing programs and strategies that support your customers all the way through the customer life cycle — and is based on data we’ve collected about which channels they use at each step of the customer journey.
I published a piece in Ad Age this week that explains the idea in more detail:
Poor Elias St Elmo Lewis. When he first described the sales funnel more than a hundred years ago, he was trying to map the path a single customer took to a single purchase. Little did he know how badly we’d one day abuse his model. In recent years some marketers have tried to weld ‘loyalty’ or ‘advocacy‘ onto the bottom of the funnel, others have tried to ‘flip’ the funnel, and many have longed to bury the funnel entirely — all in an effort to find a model that better reflects the ongoing relationships between companies and their customers.