As marketers, one of the first things you learn about is the marketing funnel. (Sometimes, if you're lucky, you'll hear someone squeak in a meeting, "we've got to fill the marketing funnel.") I always chuckle, and believe I represent a neo-classic, new-age, new school of marketers that believe in simplification. So today, I offer a new framework developed in 2002 by Scott Davis and Michael Dunn. It's the brand touchpoint wheel.
Quite simply, the brand touchpoint wheel breaks down marketing into three phases, which work for B2C and B2B. Those phases include pre-purchase (awareness/consideration), purchase (trial/purchase/repeat), and post-purchase (loyalty/advocacy). For those still hip to the marketing funnel, I've included the corresponding phases in parentheses. Similar to the marketing funnel, the brand touchpoint wheel is extensible to tactics, campaigns, initiatives as well as overall brand strategy. Essentially, it's a great way to cleanly show how all channels play together nicely.
Resources:
1. People: Scott Davis, Partner, Prophet
2.Book: Scott Davis and Michael Dunn. Building the Brand-Driven Business. Wiley & Sons: 2002
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