I read an interesting article in the AMA’s interview with David Edelman of McKinsey and Co. about moving away from the concept of the marketing model as a funnel.
Because of the new nature of marketing due to online commerce, Edelman proposes an alternative marketing model that they call the “Consumer Decision Journey.”
Working much like a clock, and beginning at 9 p.m., he suggests that customers:
- Post-purchase experience
- And, if it is a successful experience, they will begin a loyalty loop; if not, they will begin the “consider” stage again.