Prologue: From Marketing 0 to Marketing 0

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Marketing 4 0 Moving from Trad Philip Ko
Management and Cost Accounting Bhimani

Channel, Brand, Sales, and Service Management
To understand market results, we need to make use of the concept of the customer path. It shows how the customer moves from no awareness of a product or service to high awareness, interest, purchase, repurchase, and even word of mouth.
In real life, customer paths are very complex and heterogeneous and involve diverse traditional and digital media combinations. The market in which the brands play influences the complexity of the customer path. An industry with low purchase risks—typically due to low price points and high purchase frequency—typically has a simpler and shorter customer path. On the other hand, an industry with high purchase risks typically has high customer involvements and therefore a more complex and longer customer path.
Moreover, the same industry often exhibits different customer-path patterns in different geographical markets.
Even in the same industry and in the same geographical area, different brands can show different customer-path patterns. Bigger brands tend to have more touchpoints, which allow customers to experience a wider set of interaction possibilities. Smaller brands typically have a deeper intimacy and a limited number of touchpoints. The characteristics of the customer segments that the brands engage with and the brand positioning decisions also contribute to this heterogeneity.
That is why we simplify diverse customer path possibilities into the generic five A's framework, which can be applied to all industries. With the same generic framework, we are able to derive patterns that define several key industry archetypes. Especially in the era of technological convergence and disruptive innovation, the walls between industries are blurring. Using the five A's framework, we can learn how other industries cope with their challenges. Moreover, we can draw insights on how to win in a specific industry by comparing the brand advocacy ratio (BAR) statistics.

Four Major Industry Archetypes
Visualizing conversion rates—attraction, curiosity, commitment, and affinity levels—across the five A's helps uncover important insights into industry characteristics. We found at least four major patterns that exist across industries: “door knob,” “goldfish,” “trumpet,” and “funnel.” Each pattern represents a distinct industry archetype, each with a specific customer behavior model and a different set of challenges. (See
Figure 7.1
.)

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