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Enter the Mobius PSAMA MarketMix March 26, 2014

New Consumer Journey - Marc Williams

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Marc Williams' session at MarketMix 2014

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Page 1: New Consumer Journey - Marc Williams

Enter the

Mobius™

PSAMA MarketMixMarch 26, 2014

Page 2: New Consumer Journey - Marc Williams

People are smart. It’s a whole new world.

Page 3: New Consumer Journey - Marc Williams

A burning case for a new model.

How the Wolf became an American.

Page 4: New Consumer Journey - Marc Williams

The funnel is really a hurricane.

Page 5: New Consumer Journey - Marc Williams

Tired of the same answer?

Ask a different question.

Page 6: New Consumer Journey - Marc Williams

MOBIUS

Page 7: New Consumer Journey - Marc Williams

Brand & Product

A brand sets expectations and removes a product from parity.

Start your marketing with the product itself.

STRAND #1

ALWAYS ON

Page 8: New Consumer Journey - Marc Williams

Influencers

Influencers create an impression.

From ads to social media, online reviews, PR, Point of Sale, etc.

This is an area most marketers are comfortable with creating.

STRAND #2

ALWAYS ON

Page 9: New Consumer Journey - Marc Williams

Conception

Or here.

STRAND #3

The Need

The need, want, hunger and desire start here.

But unlike traditional models, our cycle may not start here.

Page 10: New Consumer Journey - Marc Williams

Consideration

Active evaluation

Major crossover with Influencer strand

Most major change in how we advertise needs to be addressed here.

STRAND #4

Making a choice.

Page 11: New Consumer Journey - Marc Williams

Purchase

The transaction experience.

Includes: Purchase triggers such as coupons, price, ease of transaction, availability, online store experience, and sales assistance.

STRAND #5

The choice is made.

Page 12: New Consumer Journey - Marc Williams

Experience

How does it work; as advertised?

Customer service, warranty, CRM

Will it create loyalty? Will you tell your friends?

STRAND #6

Post-purchase

Page 13: New Consumer Journey - Marc Williams

Choose your own adventure

Genre • Product • Character

Pick a card,

any card

Page 14: New Consumer Journey - Marc Williams

DiagnosticsHow to apply the Mobius Cycle

Page 15: New Consumer Journey - Marc Williams

A letter from you.

Write down the one thing you want to remember about the Mobius Cycle and how it applies to your business.

We’ll collect all the cards and mail them to you in 2 weeks.

Page 16: New Consumer Journey - Marc Williams

Applied learning

Page 17: New Consumer Journey - Marc Williams

But wait, there’s more.Questions and a special offer.

[email protected]