Based on research with 2,400 consumers, MECLABS Institute, who operate the information service MarketingSherpa, have created a framework they call "the five levels of marketing maturity." It is a very effective way for marketers to analyze where they fit in the marketing-to-customers equation. According to MECLABS, "Each level is inclusive of the level that came before it and builds on it."
The five levels in ascending order are:
- Incentive-based marketing
- Customer experience-based marketing
- Value-based marketing
- Customer-centric marketing
- Customer-first marketing
Accompanying this framework is MECLABS' "conversion heuristic," which has a direct relationship to the five levels. The blog post detailing this heuristic and describing the five levels makes for fascinating reading. It can be found here:
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