The customer-initiated marketing communication model
In this part, the customer-initiated marketing communication model was introduced by Duncan (2005) which explains how consumers to communicate to their brands using different social media tools and it relating to the rise of social media and even citizen journalism. According to the customer-initiated marketing communication model below shows, the source as a sender to encode a message like questions and complaints which communicate with organizations through different channels such as internet, e-mail, letter and so on. However, the major difference is that the source is now the customer or other stakeholder, rather than the brand, which becomes the receiver like company. It is different to the traditional one-way marketing approach that customer is the receiver of brand message (Nina, 2011). To the contrary, in this model, the customer is the transmitter of communication and the organization is considered as the receiver. In doing so, a two-way process of engagement can be achieved (Integrated Marketing Communications in the Modern World, 2012). In addition, the noise such as busy signal, company delays or incomplete information and the receiver will decode the message and give the responds in the last stage (Nina, 2011). This model focuses on customer and management of response to customer-initiated touch points such as customer complaints about product usage. This model also highly relevant to present-day marketing communication because social media provides the perfect interactive about the relationship between the customer and business in the market place and to give customer needs and wants a response.
In this part, the customer-initiated marketing communication model was introduced by Duncan (2005) which explains how consumers to communicate to their brands using different social media tools and it relating to the rise of social media and even citizen journalism. According to the customer-initiated marketing communication model below shows, the source as a sender to encode a message like questions and complaints which communicate with organizations through different channels such as internet, e-mail, letter and so on. However, the major difference is that the source is now the customer or other stakeholder, rather than the brand, which becomes the receiver like company. It is different to the traditional one-way marketing approach that customer is the receiver of brand message (Nina, 2011). To the contrary, in this model, the customer is the transmitter of communication and the organization is considered as the receiver. In doing so, a two-way process of engagement can be achieved (Integrated Marketing Communications in the Modern World, 2012). In addition, the noise such as busy signal, company delays or incomplete information and the receiver will decode the message and give the responds in the last stage (Nina, 2011). This model focuses on customer and management of response to customer-initiated touch points such as customer complaints about product usage. This model also highly relevant to present-day marketing communication because social media provides the perfect interactive about the relationship between the customer and business in the market place and to give customer needs and wants a response.
According to the customer-initiated marketing
communication model shows that the organization needs to create valuable information channels to receive
feedback from them and establish close relationship with the consumers. Nowadays, with the rapid development of internet, every
people get involved in online world. The rise of social media and citizen journalism
can support this Duncan’s
model.