Our next topic is From Push to Pull.
Digital technology is changing the nature of marketing from push to pull. This chapter focuses on shifting mental models around marketing to create the kind of pull that draws people into your ORBIT.
Your customers, employees, partners, and influencers are the planets in orbit around your sun. Remember, ORBIT means:
The gravity field is generated by trust, gratitude and reciprocity. Brand gravity attracts new people into this social system and keeps everyone connected.
One-way media has created one-way marketing:
and target audiences,
to move consumers
of a funnel.
The language and mindset of marketing is linear, transactional and one-directional.
In this new solar system—or social system—brands engage a variety of stakeholders:
As they orbit the brand, experiences and interactions advance a Shared Purpose, reinforce a shared identity and create shared value.
To build your ORBIT, you have to rethink the old mental model of customer segmentation.
To segment is to divide something into parts, like segments of a grapefruit. Customer segments divide people by gender, income, location or geography.
But people are multi-dimensional.
Instead of a “soccer mom,” a person might be a mom, soccer parent, wife, daughter, sister, foodie, executive, cyclist, baseball fan and vegetarian.
These are not just interests; they are roles and identities. They shape not just attitudes, but relationships.
In ORBITs, transactions are embedded inside ongoing relationships to create a gravitational field that attracts customers into orbit around a brand.
This kind of Social Gravity isn’t just about how many likes you can get on Facebook. It’s about building enduring, meaningful and authentic relationships with your customers and the people in their lives.
Innovative companies are realigning their brands to match the social facets of their customers.
In all of these cases, the relationship is more reciprocal, symmetrical and personal.
The purpose of most loyalty programs is to drive repeat transactions. But ORBIT is built on relationships, not transactions.
In a relationship, loyalty is reciprocal. You want your customers to be loyal to you. But are you also loyal to them?
To build a stronger ORBIT, focus on generating loyalty to the Shared Purpose rather than your product or brand. The transactions you desire will be pulled through naturally.
You will know you are on the right track because your customers will not only be satisfied, they will be grateful.
Most companies rely more on push or pull strategies.
Where does your company’s strategy fall on the following spectrum?
- What are you creating with your stakeholders?
- What does everyone contribute to the Shared Purpose?
- What are your respective roles and identities?
Digital technology calls for marketing that is reciprocal, conversational and multi-dimensional.
Push brands use relationships to drive transactions.
Pull brands embed transactions inside relationships.
People naturally pull in others from their social networks who share their purpose, identity and values. Instead of segments, think of people as having social facets.
We often talk about a customer’s relationship with a brand. Instead, think of the brand as a relationship.
For loyalty to gratitude: ORBIT requires a different approach to customer relationships.
Read "Why Gratitude Trumps Loyalty" by Mark Bonchek