Rethinking Sales and Marketing
In today’s hyper-connected era, traditional sales and marketing approaches are continually being challenged. The standard funnel where awareness leads to interest, which then results in desire and action, seems too linear and one-dimensional in a world that’s becoming increasingly networked. It’s high time we considered a shift towards the idea of a ‘Viral Customer Experience’ and here’s why.
The Shortcomings of Traditional Sales and Marketing
The classic model is straightforward: generate leads, nurture them, and finally convert them. It primarily looks at consumers as passive recipients of messages until they decide to purchase. However:
One-way Communication: Traditional methods focus on one-way communication where businesses push messages to consumers. With the advent of social media and community-led platforms, customers are talking back, making decisions collectively, and seeking genuine engagement.
Fragmented Customer Touchpoints: Today’s customers might interact with a brand through various channels like Instagram ads, email marketing, or even a podcast mention. The traditional model struggles to effectively map and leverage these multifaceted touchpoints.
Changing Loyalties: Modern customers, especially Gen Z and millennials, don’t pledge unwavering loyalty to brands. They’re more aligned with causes, values, and experiences. Pushing products doesn’t resonate; building relationships does.
Viral Customer Experience: The New Medicine
This brings us to a new paradigm: Viral Customer Experience. It is a strategy that looks at sales and marketing as a holistic, multi-directional, and participative experience.
1. Co-creation: Instead of brands deciding what’s best for customers, this strategy involves customers in the creation process. Whether it’s helping design a new product or choosing the next flavor, co-creation fosters ownership.
2. Shareable Moments: Every touchpoint is an opportunity for customers to share their experiences. By making these interactions delightful, brands can encourage organic sharing, which is often more authentic and persuasive than paid advertising.
3. Fostering Communities: This approach understands the importance of community. By nurturing spaces (online and offline) where customers can connect over shared values and experiences, brands can build deeper relationships.
Viral Customer Experience does not prescribe throwing out traditional methods but rather expanding and evolving them. It’s about making the journey more participative, memorable, and shareable. By centering customers in their own narratives and allowing them to share these stories, brands can organically amplify their reach and impact in a manner that’s authentic and resonant.
