- Solution instead of Product
- Access instead of Place
- Value instead of Price
- Education instead of Promotion
Although you could argue that each of the old P’s could hold the new notions with just a little modern re-definition.
AID - 3 forms of logical reasoning
(Sir Arthur Conan Doyle in Brent Dykes’ Web Analytics Action Hero)
“a strategy with clear vision and future directions at top management layer, day-to-day action on the bottom, and no ‘meaty’ key decisions that connect the two layers” - N. Merchant in The New How
Colonel John “Hanibal” Smith’s strategic break down (according to Brent Dykes in Web Analytics Action Hero). Observe the KPI’s and Targets per Goal/Objective, contributing to the scope.
- Paid Media
- Owned Media
- Earned Media
Can you track activity and engagement in the channel using trusted third-party verified tools?
Does the message rest comfortably in the customer’s world, representing a clear and valuable position the brand stands for?
Can this channel deliver massive reach without sacrificing targeting specificity?
The web has become social. Ad solutions without social actions don’t account for the social nature of the web.
Analysis of Topic Networks
Prof. Richard Bartle’s classical 4-part player type model (achiever, explorer, socialiser, killer), expanded from 2D to 3D. Resulting in an 8-part model:
opportunist, planner, scientist, hacker, networker, friend, politician, griefer
Customer Acquisition Costs balancing Lifetime Value
Four Funnel Types
Oldie, but Goldie. Love the simplicity of the explanation. Four types based on the characteristics of 3 parts of the funnel; Acquisition, Persuasion, Conversion