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Constellation Publishes New Report Challenging Century-Old Marketing Framework

Emergence of the “connected customer” necessitates introduction of new marketing paradigm.

Sydney, Australia, October 27, 2012 --( Constellation Research, Inc. the research and advisory firm focused on disruptive technologies today announced the publication of "CMOs: Re-Casting the Marketing Funnel for Customer Engagement" by Constellation Vice President and Principal Analyst, Gavin Heaton. This research report challenges the century-old marketing framework upon which most marketing is based, and argues for a new marketing paradigm focused on the connected customer.

The Connected Customer
Disruptive technologies have created a new type of connected customer who uses a range of digital and social networking technologies to discover, debate and decide on purchases in a completely different manner than customers of past decades.

Heaton argues the AIDA model, upon which most marketing strategies are based, is outdated and no longer accommodates the complexity faced by today's CMOs. Heaton writes that digital and social media has forced the hand of marketers who have remained resolutely analog in a digital world.

"It's not good enough to simply digitize 'business as usual' - the landscape has changed and today's marketers must innovate or die," says Heaton.

Six Principles Relevant to Marketing Today

The media landscape that gave birth to the AIDA model was much simpler than the one we now live with. Consequently, Heaton has identified six principles relevant to marketing in this new digital environment.

1. Fragmentation creates silos not synergies.
2. The marketing funnel assumes a passive customer.
3. The next-gen customer experience is owned from the outside-in.
4. Next-gen customers make purchases in their own time frames.
5. Purchase decisions occur before consumers reach the marketing funnel.
6. Trust is the currency of digital marketing.

Accommodate, Don’t Fear, the Connected Customer
The trends that are driving change in digital marketing have shifted the power in the brand relationship. This is actually a positive development that should be embraced. Rather than fearing the "connected consumer," marketers must reorganize and redouble their efforts to move from a focus on transactions to engagement. The first step is understanding the buyer's journey from the outside-in, in what Heaton calls "The 5 Ds of customer engagement." The 5 Ds reflect this new reality and provide marketers with a new way of envisioning the buyer's journey.

The Report
More information about "CMOs: Re-Casting the Marketing Funnel for Customer Engagement" can be found here:

Learn More
Join Gavin Heaton for a free webinar on October 31, 2012 at 3p.m. PST to learn more about this new customer-centric marketing funnel. Register here:

About Gavin Heaton
Gavin Heaton is Vice President and Principal Analyst focusing on enterprise technology innovation, digital strategy and customer engagement. Gavin's current research focuses on the changing role and expectations of CMOs, the fusion of marketing channels and change-driven marketing innovation. Heaton’s research and advisory enables clients to take advantage of the convergence of media, technology, brands, and business.

Twitter: @servantofchaos
Geo: Sydney, Australia

Digital Marketing Transformation
Digital Marketing Transformation is the newest business-focused research theme at Constellation Research, Inc. The C-suite is realizing the futility of remaining analog in a digital world. CMOs can no longer live in the campaign to lead process - CMOs must also involve themselves in big data and analytics, social and community building, reputation, and loyalty. The future is real time convergence and its name is digital.
Lead analyst: Gavin Heaton

About Constellation Research
Constellation Research is a research and advisory firm focused on disruptive and emerging technologies. This renowned group of experienced analysts, led by R "Ray" Wang, focuses on business-themed research including the Future of Work; Next Generation Customer Experience; From Data to Decisions; Matrix Commerce; Technology Optimization and Innovation; and Consumerization of IT and the New C-Suite.

Constellation's collection of prestigious analysts bring real world experience, independence, and objectivity to client solutions that span cross-role, cross-functional, and cross-industry points of view. Clients join Constellation Research for a fresh and business focused perspective.

Unlike the legacy analyst firms, Constellation Research is disrupting how research is accessed, what topics are covered, and how clients can partner with a research firm to achieve success. Over 100 clients have joined from an ecosystem of buyers, partners, solution providers, c-suite, board of directors and vendor clients.

For more information about Constellation Research, visit

Constellation Research, Constellation SuperNova Awards and the Constellation Research logo are trademarks of Constellation Research, Org. All other products and services listed herein are trademarks of their respective companies.

Press Contacts:
Contact the Media and Influencers relations team at for interviews with analysts.
Sales Contacts:
Contact our sales team at sales[at]ConstellationRG[dot]com.
Contact Information
Constellation Research
Courtney Sato

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