It has occured to me that the hierarchy of customer experience forms an interesting foundation when thinking about modern marketing. I’ve used the term “expontential marketing” because customers co-creating value can create powerful network effects. I think this formula can provide a lens through which we can look at the success of companies like flickr, amazon.com, IKEA, 37signals etc.
Obviously these diagrams are vast simplifications of the complexity of the relationship between customers and organizations, but I think it’s a useful way to think about the tools and infrastructure you need to put in place to build an deeper and more meaningful relationships with customers. This is very much inspired by the thinking from the cluetrain manifesto, gapingvoids ideas on the microbrand, Tara Hunts Pinko marketing, and of course my ideas on micromarketing.
