Is Forrester’s Marketing RaDaR on your radar? Understanding the consumer life cycle or decision journey is crucial for marketers because at different stages of this journey, different strategies will be targeted. Forrester developed a new model called RaDaR (an acronym for “Reach and Depth and Relationship” channels) which I think is extremely easy to understand and a valuable resource! For a more in-depth understanding, read the article by Nate Elliot here.
According to them, the customer journey is split into 4 parts:
- Discovery of a product,
- Exploration of the product,
- Buying of the product and lastly,
- Engaging with the company and community connected to the product
Forrester then approaches this cycle by applying a more general marketing channel which parallels different parts of the cycle, which is in the name itself, Reach and Depth and Relationship channels. So what does each of those channels represent?
First, you have to have REACH channels to “get your product into [consumer’s] consideration set” (Forrester, 2013). This part parallels to #1 in the customer journey, discovery. Meaning that you use channels such as word-of-mouth, in-store displays, TV commercials to get their attention and know your existence!
Next, you have to give them DEPTH about your product and how you can give them a solution, which corresponds to #2 and #3, the exploration and buying stage of the cycle. This is where you physical store, or your website comes is essential – it is the stage where you show off your skills as a sales! What value do you bring them?
Lastly, you have RELATIONSHIP channels, which of course parallels #4, engage, in the consumer life cycle. After they become your customers, you want to remain active in your interaction with your customers, for example, they may become your fans and advocate your brand, then that is earned exposure and then the cycle starts again. This channel includes the use of your social media platforms (ex. Facebook, Twitter), your loyalty programs or mailing lists.
RaDaR is intimately tied to the idea of how you would develop your social media strategy. A Social Media manager for a fast-food chain presented to us a similar skeletal concept for online strategies, which is Attract, Engage, Influence. Sound familiar? You need to reach out to customers to ATTRACT them in, after you have their attention, you ENGAGE with them to let them have more depth about your product and what you can bring them, then you INFLUENCE them by making a purchase and can continue influencing them once you have a relationship with them.
Sounds easy enough right? Remember to keep these key cycles and channels on your radar!
