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Seven Axioms for a New Marketing Paradigm

By Thalia Zetlin
September 27, 2012

With the ongoing wave of change shattering traditional marketing models, there is a new paradigm that redefines the way firms market. Technology and culture have displaced the old-world marketing model of Awareness, Interest, Desire, Action (AIDA) with Attention, Familiarity, Trust, Engagement (AFTE).

For the many firms that have yet to recognize the need to change or are grappling with how to take action, seven axioms offer practical steps to help navigate the new marketplace. When reflected on, these axioms become self-evident with examples drawn from common, everyday experiences.

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