Double-loop marketing

Double-loop marketing[1] [2] is based upon the notion that in today's information-rich world, marketing must of necessity be people and knowledge-driven rather than product driven. A company must first develop "mind share” by building a site that offers genuinely-useful information and advice to consumers. This is the first loop of the firm's interaction with customers. Only after such a site achieves credibility among its community of readers can the company, in the second loop of customer interaction, try to convert that "mind share" into "wallet share." In other words, first community, then commerce. Double Loop Marketing is an idea of online-marketing consultant, Christian Sarkar. It is related to relationship marketing and Seth Godin's idea of permission marketing.

References

  1. ↑ "ADWORLD Knowledge Center". Retrieved 25 April 2009.
  2. ↑ "Penn State Smeal College of Business". Archived from the original on 14 May 2009. Retrieved 25 April 2009.
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