Use “Hankins Hexagon” marketing model

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 02, 2021, 12:52 PM UTC

“Hankins Hexagon” is a marketing model that can help brands effectively map customers’ path to purchase.

Instead of using the typical marketing funnel, companies can use “Hankins Hexagon” marketing model to map customer purchase journey. Hankins Hexagon is a new and more practical marketing model, which “helps make more sense of the complexity inherent in human buying behaviour.”

Hankins Hexagon is based on the standard set of states – AIDA (attention, interest, desire, action). This model makes sure that all points of complexity associated with the path to purchase are interlinked and connected to all potential decision nodes. Additionally, there are no pre-formulated pathways or directions in this model, allowing for representation of many possible purchase paths.

Multiple motivational and need-based factors can trigger consumer purchase decisions. Using Hankins Hexagon model can help marketers effectively consider all those factors and make informed choices.

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