A review of different frameworks covering the customer journey, brand and content
Today, consumers do not search, engage and consume information within individual channels while making purchase decisions. Their journeys are fluid and choices are influenced by multiple channels, devices and screens, and a vast array of content, both online and offline. Therefore the challenge for businesses today is to understand how their customers behave and to establish a multichannel marketing strategy to effectively communicate with prospects in the right channel, at the right time. The frameworks and digital marketing models I review in this post can help build communications around the consumer rather than a product.
With the advent of the internet and the ongoing evolution of the media landscape, businesses are having to continuously play catch-up whilst the gap between consumer behaviour and business-readiness has never been greater:
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Digital marketing models to provide useful frameworks for digital audits, planning and strategy
If you are a marketing manager needing to create a digital marketing plan or conduct an audit or review online communications, models provide a helpful flow as to what to include and to ensure nothing is missed.
Previously, in 2013, we created a free guide to support students using models in their assignments or when creating plans - Essential Marketing Models. Based on feedback from studying professionals and their lecturers, we thought it would be useful to have a specific guide to Digital Marketing Models.
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Smart Insights Free Members can also download an editable digital marketing plan template featuring our popular RACE Growth System, a simple structure to…
5 powerful nudges that influence human behaviour
Consider the following puzzle:
A bat and ball cost £1.10.
The bat costs one pound more than the ball.
How much does the ball cost?
The number that many people arrive at is 10p, dividing up £1.10 neatly into £1 and 10 pence. However, the correct answer is 5p (if the ball costs 10p then the total cost will be £1.20 - 10p for the ball and £1.10 for the bat).
Now consider another question:
How many animals of each kind did Moses take into the ark?
This question is commonly referred to as the ‘Moses Illusion’. Moses took no animals into the ark; Noah did.
The incorrect answers many people give to these questions offers just a glimpse into the overwhelming evidence that indicates that one of the underlying assumptions of social science, that humans are generally rational and their thinking normally sound, is flawed.
Many of us believe that we know…
