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Flip the Funnel: How to Use Existing Customers to Gain New Ones by Joseph Jaffe

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THE 6-C MODEL: A CRASH-COURSE RECAP

The traditional 4-P marketing model is outdated and commoditized (Figure 14.1). The notion that we can build entire brand platforms—and tangibly differentiate and sustain the brand from its competitors by using a one-dimensional framework of product, place, price, and promotion—is both limited and passé. Success stories today on any of these levels have been few and far between; and are truly exceptions to the norm and outliers in and of themselves.
Product = the iPhone or Wii
Place = the Kindle and its WhisperNet, and WhisperSync technology
Figure 14.1 From the 4-P to the 6-C Model
Source: © Joseph Jaffe.
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Price = Priceline.com, Coldplay, or Radiohead’s honor system
Promotion = Tourism Queensland’s “Best Job in the World”
In a three-tiered, physical, digital, and virtual world, there is a new foundation on which to substantially and authentically create meaningful departure or arrival points that demonstrate real differences—as opposed to perceived or artificially created ones:
Content}The classic Web 1.0 formula (Digital)
Commerce}
Community}
Context}The emerging Web 2.0 formula (Virtual)
Customization}
Conversation}
Our role as marketers is to decipher connections between the six categories, not only how one might influence another—for example: “What is the impact of content such as consumer-generated content on commerce?” —but also ...

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