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SOURCE Williams Helde
Non-linear consumer lifecycle model replaces antiquated purchase funnel
SEATTLE, Aug. 24, 2014 /PRNewswire/ -- Williams Helde Marketing Communications has announced the official release of an innovative marketing and consumer behavior model to explain how customers receive information and make considered purchase decisions in the current multimedia environment.
Known as The Mobius Cycle™, the philosophy is a departure from the classic purchase funnel marketers have used for years to map the buyer's journey. Whereas the funnel is tidy, logical and linear, with a clearly defined beginning and ending, customers can enter The Mobius Cycle at any stage. It is a non-linear model with multiple segments running in perpetuity. A whitepaper on the Mobius Cycle can be found at www.williams-helde.com/mobius.
The Mobius Cycle describes how customers are influenced by a variety of sources and how they turn information into not just one finite purchase decision, but an ongoing and ever-evolving relationship with a product or brand.
"Instead of looking at the lifecycle with a single point of entry, we looked at the entire process holistically. This gave us the ability to see how one segment affects and overlaps with the others, and determine the strengths and weaknesses within that cycle," Williams Helde president Marc Williams said. "We created six main areas of focus and looked at each element individually, analyzing the cycle as a whole to inform a complete marketing plan for any business model."
"Today, people can interact with a brand at any point within the purchase lifecycle. Not to mention, there has been a major convergence of paid, owned and earned media to add to the decision process," Williams said. "In fact, mass media is no longer the driving factor in awareness and brand perception. And even 'new' media is no longer considered 'new' - it's all just media these days. For advertisers, this means that those influences we tried to control for so many years need to be rethought."
About Williams Helde
Founded in 1969, Williams Helde is a Seattle-based marketing communications agency focused on creating relevant strategy and meaningful content to educate, inform and inspire. Williams Helde has a unique set of intellectual property centered around the consumer journey and the creative process that allow more ideas and better solutions for clients that are tired of the same old answers. Notable clients include adidas, Philips, Alaska Airlines, Thermo Scientific, HaloSource, Harry's Fresh Foods and FareStart. For more information, visit williams-helde.com.
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