UGBA 10 Lecture Notes - Lecture 15: Customer Relationship Management, Purchase Funnel, Online Dating Service

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: Briginshaw John

Document Summary

Marketing aims to move potential customers from each stage of the decision process to the next. Marketers strive to overcome blockages where customers are getting stuck and drive conversion as far as possible. Awareness > consideration > trial > repeat > loyalty > advocacy. Social media has changed this process into a no longer linear process. Social media broadcasts opinion on product to people you don"t even know. Different tactics and metrics are best suited for addressing different dmp steps. Non-linear digital consumer dmp (has become a spiral thanks to social media) Building awareness is the classic function that comes to mind when most people think of marketing. 30 second ad on super bowl = million. Budweiser ad - most popularity this super bowl. Which of the marketing funnel is not aimed at generating awareness. Loyalty programs - more for people to make repeat purchases, they are already aware of the company.