The concept of the customer journey map in the era of connectivity (the era in which customers are connected to the Internet) advocated in Marketing 4.0 has changed significantly from the traditional approach of the era in which Internet connectivity was not taken into account.
The customer journey in the AIDMA and 4A concepts was shaped like a funnel, in which the number of targeted people was reduced as the process from awareness to action narrowed down. In recent years, however, the funnel (=funnel) shape has evolved into a double funnel shape, where what is squeezed expands again by being shared rather than squeezed out. And with the 5A customer journey, instead of the idea of a funnel, the structure was designed to allow customers to enter from anywhere in the customer journey.
As mentioned in the previous section, the customer journey, which used to be funnel-shaped, is not squeezed in a straight line from left to right, from aware to advocate in 5A.
Customers are constantly connected to the Internet to obtain information from the online community or to recommend their favorite brands, and they are influenced by the actions of others and may suddenly be inspired by a recommendation from a friend to purchase the brand. There are also customer journeys that customers suddenly act upon without the steps from aware and appeal to ask.
Also, in categories where products are rare and popular, the 5A customer journey generates customers who advocate the brand even if they are not actual buyers, and customers can participate in the customer journey at any stage.
In traditional thinking, loyalty has been expressed in terms of customer retention and repurchase rates, but in the 5A customer journey, loyalty is expressed as the willingness to advocate a brand. The ideal model would be a situation in which (1) all people who are aware of the brand voluntarily recommend it (aware = advocate), and (2) all people who are attracted to the brand due to its extremely strong appeal purchase it (appeal = action) along the ideal state of the 5A customer journey. At this point, the customer does not feel the need to do the research themselves, and the volume of ask is at its lowest, so the shape of the 5A customer journey is bow-tie shaped.
Understanding and optimizing the customer journey is critical for business success in today’s digital landscape, Marketing guru Philip Kotler developed a strategic framework called the “5 As” to guide customers seamlessly through their path to purchase and beyond,
In this comprehensive article we will explore what the Kotler 5 As entail why they matter, and how to leverage them to enhance customer experiences. By focusing on awareness, appeal, ask, act, and advocate, you can influence customers at every stage and boost satisfaction, loyalty, and advocacy.
What Are the Kotler 5 As?
The Kotler 5 As refer to five key stages that customers go through on their journey with a brand:
- Awareness – Learning about a company and its offerings
- Appeal – Developing interest and preference for a brand
- Ask – Seeking information to evaluate options
- Act – Making a purchase decision
- Advocate – Promoting and being loyal to a chosen brand
This model provides a strategic framework for guiding customers through each step of the journey and optimizing their experience. Matching marketing strategies to each stage allows you to engage audiences, convert leads, and build lasting relationships.
Why Do the 5 As Matter for Customer Experience?
Focusing on the 5 As enables you to:
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Identify touchpoints – Map where customers engage and how to be present
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Build trust and credibility – Provide value throughout the journey
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Remove barriers – Make it easy and appealing for customers to progress
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Foster emotional connections – Create meaningful interactions that delight customers
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Encourage referrals and loyalty – Develop advocates who drive growth
Optimizing each step of the 5 As empowers you to align marketing with the customer mindset at each stage. Meeting their needs and desires builds satisfaction, loyalty, and lasting competitive advantage.
Optimizing Awareness – Making Your Brand Known
Raising awareness of your brand’s existence and offerings is the critical first step. Potential customers must know you exist before progressing down the path.
Key Strategies
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Paid advertising – Buy ads on relevant websites, social media, TV, etc.
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Content marketing – Create valuable blogs, videos, etc. that get found in search
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Social media – Post engaging content on the right platforms for your audience
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Referral programs – Encourage existing customers to spread the word
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PR and media – Pursue earned media opportunities like press mentions
Getting your brand name and messages in front of your audience through multiple channels kickstarts the journey.
Driving Appeal – Positioning Your Brand as the Solution
After becoming aware, you must make potential customers feel your brand is appealing and the best choice. Sparking interest and desire is key here.
Key Strategies
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Email marketing – Send personalized emails that highlight value
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Landing pages – Create dedicated pages with tailored messaging and offers
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Social proof – Showcase satisfied customers and industry accolades
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Comparison charts – Demonstrate your superiority over competitors
Convincing customers your brand powerfully meets their needs makes them eager to engage further.
Guiding the Ask – Helping Customers Evaluate
The ask stage is when prospects research options before deciding. Providing helpful information guides them towards your brand.
Key Strategies
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FAQs and guides – Address common questions and concerns
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Product demos/free trials – Let customers experience your offering
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Customer testimonials – Showcase satisfied customers and their success
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Product comparison pages – Help customers understand your value vs. rivals
Giving customers the answers and experiences they need helps them choose you with confidence.
Motivating Action – Converting Interest into Purchases
Now you must motivate target customers to progress from research to purchase. Make this transition seamless.
Key Strategies
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Shopping cart optimization – Simplify checkout process
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Limited-time offers – Create urgency and incentivize buying
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Retargeting ads – Remind prospects about your brand as they research
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Social media ads – Promote to warm leads where they spend time
Guiding customers over the final hurdle to become paying customers is vital for revenue goals.
Building Advocacy – Encouraging Loyalty and Referrals
Your customer path doesn’t end at purchase. Developing loyal advocates should be the ultimate goal.
Key Strategies
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Excellent customer service – Provide support that delights after sale
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User communities – Encourage customers to connect and engage
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Referral programs – Reward customers for sharing with friends
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Surveys – Seek feedback to continuously improve
Going beyond satisfying customers to empowering passionate advocates cements lasting success.
Adapting the 5 As for Different Brand Journeys
While the 5 As provide a solid framework, tactically applying them differs based on your brand, target audience, and objectives.
Tailoring awareness strategies, messaging, offers, and customer experiences to your specific customer journey and goals allows you to maximize results.
Understand your customers deeply before implementing the 5 As to ensure you are guiding them down the optimal path.
Tracking Performance of the 5 As with Key Metrics
To optimize efforts, you must monitor metrics and KPIs related to each stage:
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Awareness – Brand search volume, recall surveys, website traffic
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Appeal – Lead generation rates, email open rates, landing page visits
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Ask – Content consumption metrics, demo/free trial sign-ups
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Act – Conversion rates, cart abandonment rate
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Advocate – Referral traffic, repeat purchase rate, NPS scores
Analyzing this data will reveal what’s working well and where improvements are needed across the 5 As.
Mastering the Kotler 5 As empowers you to strategically guide customers through their journey with your brand. Tailoring marketing strategies and experiences to awareness, appeal, ask, act, and advocate stages allows you to influence every step. This results in higher conversion, greater lifetime value, and passionate advocates driving referrals and growth. Optimizing each touchpoint is crucial for success – where are you strong or weak on the 5 As? Use this model as your blueprint to maximize satisfaction and loyalty.
Models that take into account online sharing and diffusion
5A Customer Journey①Aware－②Appeal－③Ask－④Act－⑤Advocate
The customer journey has evolved over time from an era when it was considered a one-way to a form that reflects the customer’s online connected status. Let’s take a closer look at the customer journey in the 5A era.
Funnel-shaped model not affected by the Internet
AIDMA customer journey①Attention→②Interest→③Desire→④Memory→⑤Action
4A Customer Journey①Awareness→②Attitude→③Act→④Act again
5 A’s Customer Journey | GLOBIS Unlimited Course Preview
What is Kotler’s customer journey?
In the first step of Kotler’s customer journey, customers gain initial awareness of your brand, typically through paid advertising (PPC, social media, etc.) or through organic content marketing efforts. During the appeal stage, customers become interested in what your company offers.
What are Kotler 5As of customer path?
This has led to the development of the Kotler 5As of Customer Path, which is an effective tool that allows businesses to gain a deeper understanding of their customers and tailor their strategies to their needs.
How can you use Kotler’s five as in your sales and marketing processes?
You can use Kotler’s five As in your sales and marketing processes by following the following strategies: One advantage of this framework is that it categorizes customers clearly, making it possible to evaluate the effectiveness of salespeople and processes at each stage.
What is the Kotler 5A model?
The Kotler 5A Model enhances marketing strategy and improves customer journey. The 5 A’s framework helps guide customers through their journey and enhance their experience. Tailoring messaging to address customer concerns establishes credibility and trust. Building customer advocacy and loyalty is essential for long-term success.
