My assistant insisted that I check out David Armano’s blog and I’m really glad I did. In addition to finding some really smart topical stuff, the following slide show is one of the best articulations of the thinking behind Marketing as Service I’ve seen to-date.
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I want to spend more time thinking through “The Marketing Spiral” which he offers up as replacement for the old school “marketing funnel” which some call the AIDMA (Attention, Interest, Desire, Memory, Action) model. I’m particularly interested in how clients are reacting to this proposition. I know Dentsu has had some success in Japan migrating clients away from AIDMA to their trademarked Consumer Behavior model, AISAS (Attention, Interest, Search, Action and Share), but I still see clients in the US setting up their marketing plans with the old funnel in mind.
I know it all seems a bit theoretical but how clients spend their money is often guided by their view of the marketing universe. If they believe in the spiral, then Marketing as Service will prevail.