An experienced angler will tell you that some fish will bite a bait hook when they are hungry, some bite it because they are curious, and some bite it because they are angry.
Fish dynamics can literally change, with wind, water temperature, cloud cover, air temperature, and countless other reasons that most of us would never care to understand. However, anglers just keep trying different areas of the lake, different lures and lures until they find the right combination. Even the slightest drag on the top of the rod was enough to develop a strategy to land that world-record clunker. They patiently work in all areas of the lake with all different baits and baits.
As digital platforms continue to change the marketing landscape in real time, all marketers can recognize from the fisherman. Aware that purchasing power has moved to a new, more digitally savvy generation and is no longer the defining path of brands, it's time to craft your marketing network differently.
The traditional marketing funnel aside as the digital marketing era requires a new paradigm: the Pathfinder Model.
What is the Pathfinder Model of Marketing?
The powerful brand that once proudly led many followers down a path of transformation has been trampled and pushed aside faster than a generation of consumers who know exactly where they want to go and how they want to get there.
Not for the faint-hearted, the new road is filled with twists and turns, twists and turns, twists and turns, twists and turns, criss-crossed with things that are eye-popping and bright and lined with remnants of ruins. of great brands that have been victims of a lack of focus and a complete failure to adapt. Only those who are nimble, nimble, and able to stay on course complete the ultimate test of brand survival.
Most importantly, as a brand, you have to realize it's no longer your way, it's the way of the consumer, and you have to be lucky enough to join them on their journey.
That's no longer your path — it's the consumer & # path of ; S. Click to Tweet
Again because this is important: It's the consumer's path and you should consider yourself lucky to be a part of their journey.
Your road building days are over. Now you are the pathfinder.
Three types of consumers
The Marketing Pathfinder Model assumes that there are always three basic groups of consumers, each with different motivations and levels of knowledge as it relates to problems and solutions.
The Educatables
Visualized as concentric circles, the outermost rungs are audiences who are unaware or indifferent to a particular issue. They have little incentive to fix a problem that doesn't exist in their mind, and as a result, they have little knowledge of any potential solutions. We call this low motivation and low knowledge subject Education because they require messaging to guide them through the main problem before they are interested in learning about a solution.
People who have the ability to persuade
The middle circle is occupied by teams who are highly motivated by a problem, but who have minimal knowledge of available solutions. We call them Convince as they will be more susceptible to messages instructing them to solve the problem they face.
Conversion tool
Finally, in the innermost circle, is where Can be converted living. These are groups of people who are highly motivated by a problem and have a high level of understanding of available solutions. Because this team has a pressing need and is likely weighing the pros and cons of each solution, success announcements often focus on communicating the features and benefits of your solution.
By identifying the audience according to their motivation and knowledge level, we can then develop marketing strategies for each round and aim to make Education Persuasive and Yes Persuasive to Convertible.
Step 1: Pass your message
Start by broadcasting a set of announcements to the outer ring of the Education leaderboard, until you find an interested audience. Data-driven digital marketing allows us to analyze response data and then identify active messages – the first step on the path. Also, develop a message set that resonates with the Persuasive audience and then do the same with the convertible. Follow the data and you'll find the key to winning fickle consumer brand loyalty.
Step 2: Your message code
Each message is assigned a code based on the variant of the message and the type of audience it wants to target. For example, a message encoded as E3 could be the 3rd variation of a specific message that is targeting an Education audience. Therefore, Message P2 would be the second variation of the message targeting Persuasive, etc.
Using response data that is easiest to identify through digital marketing tactics, we can make assumptions about how audiences tend to respond to certain combinations of messages. Each audience subset can have its own unique code based on response data and per-message retargeting. For example, if we know that most of the target audience that responds to E3 message will then also respond to P2 message, followed by C1 message, then the messaging code is E3-P1-C1. Each code tells a story that can be captured and stored with supporting data for future use both online and offline as needed.
By analyzing response data for each message, then implementing retargeting strategy we can clearly see , the path to data driven transformation.
Unlike the traditional channel model, the Pathfinder Model accounts for both: variation in how audiences use messages and in how they are targeted. The model allows and predicts deviations in the consumption curve. It understands that some consumers may nibble on the outer rungs of the ladder before they finally decide to take your message. -Conversion focused model, unlike traditional marketing funnels, we don't quickly dismiss a group of people just because they don't respond immediately. All data is good data because we develop a precise blueprint for finding the right audience and the right path forward.
Conclude
The Pathfinder Model aims to allow consumers to show the brand the correct path. It is a free-form marketing model that conceptualizes brand interaction and consumer behavior acceptance in a digital world.
And now the infographic…
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