This is the Best Digital Marketing Strategy Framework!!

[Updated later: Don't forget to download the recently released eBook based on this framework from CustomerThink website here]

I didn’t want to just put a link to this super framework on my twitter stream and lose it, so, I’m copying it here for future reference. This framework was developed by Akin Arikan a few months back with inspiration/support from Jim Sterne, Eisenberg brothers, Yuchun Lee, and Digitas. I think it’s absolutely cool. If you’ve never struggled defining a framework for digital marketing, you’ll probably miss the nuances in the diagram below and may pass it on as another fancy McKinsey type but let me tell you that there’s no other framework (google it) that packs so much info in one place and tells you all you need to know about your digital strategy at a high level. No rocket science really...and you probably already know all of it but what you perhaps didn't know was that that's all there is to know:-). 

Another important point to note here is the use of hourglass. I think hourglass is the perfect answer to broken purchase-funnel. Social/digital media has created hundreds of entry points into purchase decision journeys of customers, most of which are highly influenced by customers who have already made purchases; an extended flipped funnel is the perfect metaphor for representing this additional complexity. Two other great examples of using hourglass framework for marketing can be found on Duct Tape Marketing blog here and on Jeremiah’s post here.

Both McKinsey (see this) and Forrester Research (see this) have struggled to explain the new purchase decision journeys; I think future updates to these/similar articles will also make use of hour-glass frameworks. 


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