See. Think. Do. Care. Last week I attended The Art Of Marketing and watched Avinash Kaushik – friend, fellow tech geek and Google’s Digital Marketing Evangelist – own the stage, as he drove home his key message about how marketers and brands are trying to drive consumers the way THEY want, and not the way consumers desire to go. He became very animated when discussing ‘the marketing funnel’ (a.k.a. the holy grail of marketing to date), which he claims is now obsolete as a model. He purports that the new customer is hacking apart our best-laid plans and customer journey maps at will, and he wonders why we still try to: “Shove, shove, shove, them down the funnel,” and “shovel, shovel, shovel in the money.”
He reminds us that we now need to think more holistically and develop programs that directly correlate with customer intent. He showcased a simple but powerful framework to help keep our eyes on the prize: ‘See-Think-Do-Care’. Today, “marketers are investing across the entire customer journey – from discovery to learning, trying to buying, and always following up with use and advocacy,” says Avinash. He believes that marketers and brands are still focused on trying to get consumers to buy and try their products and/or services in isolation, rather than providing the clear value-add of presenting these same products/services in a way that addresses their intent (which we can track by measuring their online behaviours).
Check out the following links and let some of what Avinash extols seep into your lexicon and marketing methodologies. He will open your eyes about how to innovate your digital strategies and ultimately accelerate your revenues. His See, Think, Do, Care framework can indeed help you make significant and transformational changes today.
Hear Avinash simply explain See-Think-Do-Care and how it is all driven by intent.
See-Think-Do-Care says that there are four different audience intent clusters, and we, as companies/Marketers/CxOs, need to ensure that we solve for all four audience intent clusters.
Michael Chase, CMO
St. Joseph Communications
#MondayMashup > http://stjoseph.com/monday-morning-mashup-june-20th/
Avinash Kaushik > @avinash