Does Your Marketing Strategy Enable Customers to Have an Experience?

Traditional Marketing Communications Theory holds a hierarchy of effects that illustrates the consumer progressing along the following logical path and resulting in full product immersion for the consumer: 1. Awareness. 2. Interest. 3. Evaluation. 4. Trial. 5. Adoption. 6. Reinforcement. 7. Advocacy.

How has the increased focus on technology and the ever-faster evolution and affordances of the consumer impacted this traditional approach? The truth is that in the past you would see an advertisement (a poster or a TV commercial once TV’s came around). You would become interested in the product so you would go to the store or call a number, at which point you would be confronted with an actual person who would bring home the sale. After making your purchase, whether you had an enjoyable or a negative experience, you would pass on this information to anyone you met, be they a family member or friend, to a next door neighbor or even a stranger buying a similar product. In this way it is clear that word of mouth has always been a primary marketing tool, but the difference today is that the medium is now instantaneous and much more far-reaching, traversing time zones and oceans in a split second. No sooner are you unhappy with a product or service than everyone will know about it with the simple click of a “thumbs down” or a post of an image.

Does Your Marketing Strategy Enable Customers to Have an Experience?