Harness Customer Networks - Key Marketing Strategies

Flashcards covering key concepts about customer network strategies in marketing.

What is the main shift in marketing strategy?

From Mass Market (broadcast, passive) to Customer Network (interactive, participatory).

What are the five core customer behaviors?

Access, Engage, Customize, Connect, Collaborate.

What defines the Access strategy?

Customers want quick, flexible, and convenient access (e.g., streaming, mobile check-in).

What defines the Engage strategy?

Content should be emotional, useful, or entertaining (e.g., L'Oréal video, storytelling).

What defines the Customize strategy?

Personalizing experiences and recommendations (e.g., Netflix, personalized Coke cans).

What defines the Connect strategy?

Creating interaction and community among customers (e.g., forums, social media listening).

What defines the Collaborate strategy?

Customers co-create and contribute ideas or content (e.g., Waze, CNN iReport).

How has the marketing funnel changed?

It's no longer linear; networks allow people to jump stages and influence each other.

What is Customer Lifetime Value (CLV)?

The total value a customer brings over time, including influence and participation.

How do you choose a strategy using the Strategy Generator?

Match your goal (launch, feedback, loyalty) with the right customer behavior.

How can companies use these strategies internally?

Break silos, share tools, promote cross-team collaboration, and empower employees.