October 6, 2005

At a recent conference the idea surfaced about the impact of blogs on traditional customer response models and if the dynamic between marketing and sales needs to change. My answer is that indeed it does. For web based marketing is moving from search to subscribe and from capture and deliver to building a conversation with the prospect. Implicit in this is the need for marketing to manage that conversation and nurturing the prospect before passing it over to the sales organization.

Classically (and I thank Rick Denker from Veriwave for his insight) Kotler in Marketing Management these models are characterized as:

AIDA Model

1) Awareness

2) Interest

3) Desire

4) Action

Hierarchy of Effects Model

1) Awareness

2) Knowledge

3) Liking

4) Preference

5) Conviction

6) Purchase

Innovation - Adoption Model

1) Awareness

2) Interest

3) Evaluation

4) Trial

5) Adoption

Communications Model

1) Exposure

2) Reception

3) Cognitive Response

4) Attitude

5) Intention

6) Behavior

None of these models deals with a scenario where an iterative dialog takes place between prospect / consumer and supplier. Adding in the marketing phase of this process a few extra steps:

1) Awareness

2) Connect

3) Dialogue

4) Value Point identified / Customer problem identified

5) Etc.

I would suggest that whichever model you adopt the early stages of any response hierarchy model will need to be considered as a company adopts blogs and wiki's that open them to a greater deal of transparency and dialogue.

Posted by at October 6, 2005

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