Dynamic community journey
Posted: Tue May 27, 2025 6:06 am
Community building has changed the sales cycle. Where the traditional sales funnel is based on a funnel shape, the customer journey, which the target group goes through together with the brand, is much more dynamic. In the past, you were much more triggered by a need to look for a product or service. Nowadays, we are stimulated via so many different channels.
For the Master of Marketing program, I conducted a study for my master thesis on behalf of Kittyhawk. In my previous article, I described the theory behind the model. In this article, the model itself is central.
Needs we didn't know we had
Through social media and other channels we often read about the purchase of a product by someone in our network. A product that sometimes perhaps satisfies a need that we do not even know we have. Because the people in our network take us along in their search for the right product, it is now also very possible that we do not enter the first phase of the purchasing process.
We are already aware of the need and have already seen various brands pass by. By linking the sales list to data funnel to the dynamic customer journey, we can enter at any point in the purchase cycle from where we continue our journey.
Dynamic community building journeyThe model that is central to this article is able to take the target group from every starting point of the purchasing process to the next step. The model is not so much focused on the individual consumer, but on communities. By analyzing which phase of the customer journey a community is in, the community can be taken to the next step. The goal is to eventually arrive at an offline action: making a purchase or coming to a restaurant for dinner.
For the Master of Marketing program, I conducted a study for my master thesis on behalf of Kittyhawk. In my previous article, I described the theory behind the model. In this article, the model itself is central.
Needs we didn't know we had
Through social media and other channels we often read about the purchase of a product by someone in our network. A product that sometimes perhaps satisfies a need that we do not even know we have. Because the people in our network take us along in their search for the right product, it is now also very possible that we do not enter the first phase of the purchasing process.
We are already aware of the need and have already seen various brands pass by. By linking the sales list to data funnel to the dynamic customer journey, we can enter at any point in the purchase cycle from where we continue our journey.
Dynamic community building journeyThe model that is central to this article is able to take the target group from every starting point of the purchasing process to the next step. The model is not so much focused on the individual consumer, but on communities. By analyzing which phase of the customer journey a community is in, the community can be taken to the next step. The goal is to eventually arrive at an offline action: making a purchase or coming to a restaurant for dinner.