Post by sakibkhan49 on Feb 25, 2024 3:41:13 GMT
How the customer's vision changes according to Kotler Many of us are continually exposed to a large amount of advertising messages both on traditional media and especially on social media. A marketing strategy that has achieved excellent results in past years, which however requires a change of direction to keep up with consumer demands. The new vision that the good Kotler presents to us is of a customer no longer influenced by repeated commercials whose sole objective is to encourage the memory of a brand or product. The real influence that Marketing must focus on is the F factor: Most customers believe more in the " f factor " (friends, families, fans and followers) than in marketing communications. Almost everyone asks complete strangers for advice on social media and trusts them more than advertising and expert opinions.
Philip Kotler This has been one of the strengths of platforms Chinese UK Phone Number List such as Amazon and Tripadvisor which have created a virtual community where all users can exchange advice before purchasing a product or service. Kotler's Papillon Funnel One of the extremely positive notes of this book is the alternation of practical and theoretical parts which make it really smooth and easy to understand. A funnel is an ad-hoc process created by companies to attract hypothetical users, transform them into potential consumers and finally convert them into real buyers. Companies operate in different markets, and for each of them a specific funnel is used that helps achieve a specific objective. Kotler, starting from the very famous AIDA model (Attention, Interest, Desire and Action), introduces his Funnel defined by its "bow tie" shape.
The Papillon Funnel is also called the 5 A model because it is divided into: Aware : the Brand must attract the attention of the user who does not yet know the product/service; Appeal : the Brand must be able to arouse the customer's curiosity through interesting content; Ask : if the first two phases have worked, the customer will begin to search for information about the Brand; Act : this is the moment of monetization for the Brand, in which the customer makes one or more purchases; Advocate : if the customer appreciates the product, he will spontaneously recommend it and the Brand will get free advertising. The element that Kotler adds compared to previous Funnels is advocacy : Advocacy, also known as word of mouth, has become the new definition of loyalty in the last decade. Customers considered loyal to a Brand want to support it and recommend it to friends and family. Philip Kotler However, as we all know, negative advocacy also exists , and even in this case Kotler seems to have very clear ideas: When a brand remains faithful to its DNA, it ends up polarizing the market : some customers love it and others start to hate it. Sometimes a Brand needs negative Advocacy to elicit positive advocacy from other loyal customers of the Brand. Philip Kotler
Philip Kotler This has been one of the strengths of platforms Chinese UK Phone Number List such as Amazon and Tripadvisor which have created a virtual community where all users can exchange advice before purchasing a product or service. Kotler's Papillon Funnel One of the extremely positive notes of this book is the alternation of practical and theoretical parts which make it really smooth and easy to understand. A funnel is an ad-hoc process created by companies to attract hypothetical users, transform them into potential consumers and finally convert them into real buyers. Companies operate in different markets, and for each of them a specific funnel is used that helps achieve a specific objective. Kotler, starting from the very famous AIDA model (Attention, Interest, Desire and Action), introduces his Funnel defined by its "bow tie" shape.
The Papillon Funnel is also called the 5 A model because it is divided into: Aware : the Brand must attract the attention of the user who does not yet know the product/service; Appeal : the Brand must be able to arouse the customer's curiosity through interesting content; Ask : if the first two phases have worked, the customer will begin to search for information about the Brand; Act : this is the moment of monetization for the Brand, in which the customer makes one or more purchases; Advocate : if the customer appreciates the product, he will spontaneously recommend it and the Brand will get free advertising. The element that Kotler adds compared to previous Funnels is advocacy : Advocacy, also known as word of mouth, has become the new definition of loyalty in the last decade. Customers considered loyal to a Brand want to support it and recommend it to friends and family. Philip Kotler However, as we all know, negative advocacy also exists , and even in this case Kotler seems to have very clear ideas: When a brand remains faithful to its DNA, it ends up polarizing the market : some customers love it and others start to hate it. Sometimes a Brand needs negative Advocacy to elicit positive advocacy from other loyal customers of the Brand. Philip Kotler