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Engagement also relates to a
fact that many marketers overlook: People make decisions--in
particular buying decisions--based less on what they think and
more on what they feel. Engaging customers with your brand is
definitely an emotional act. Sometimes the buy-sell
process involves just two parties – the buyer and the seller.
Other times this exchange can include as many as six different
parties: Initiator: The person who
first recognizes an unsatisfied want or need. Influencer: The
individual who provides information about how the want or
need may be satisfied. Decider: The person who
finally chooses an alternative that will satisfy the want or
need. Buyer: The purchaser of
the product. Consumer: The user of the
product. Evaluator: The individual
who provides feedback on the chosen product’s ability to
satisfy. The Portable MBA in Marketing,
Charles D. Schewee and Alexander Hiam, John Wiley & Sons 1998. Meeting the consumer's
current needs isn't enough to guarantee success. The March
22, 2005 issue of Chief Marketer calls this proactive
approach "consumer-focused innovation" and outlines its three
basic principles: Even though 59% of
respondents claim "high loyalty" to the cause or charity
they support, the survey reveals that 60% - 70% of all donors
are NOT on the loyalty path you expect them to be. Among
other key findings from Donor Loyalty: The Holy Grail
of Fundraising, a white paper released February 16, 2006 by
CMS and available free of charge at
http://www.cravermathewssmith.com/: |
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