Dive summary:
- Marketing RaDaR, short for research and depth and relationship, is a model developed by Forrester research outlined in their report "Mix Art And Science For Marketing Success."
- The Marketing RaDaR model leverage the three types of channels in the following ways: 1) depth channels tell your product’s story, 2) relationship channels serve your existing customers, 3) reach channels get you into the consideration set.
- Forrester stresses there are two things to keep in mind when implementing the RaDaR method: 1) stop thinking about ‘earned, owned, and paid,' and 2) no piece of the model is inherently more important than any other.
From the article:
"Our research shows a four-stage customer life cycle best sums up how customers interact with companies: First, customers discover a product or service; then they explore it in greater detail; next they buy the product or service; and after purchase they engage the company from which they bought, as well as with other customers. If companies create positive engagements they can drive new discovery — either by introducing existing customers to additional products or by leveraging satisfied customers to pass the word along to others."
