Source is a term which is used to describe how a product or service came to be, or how it is marketed or presented. It is also used to refer to how an individual's opinion or interest in a product or service has been established, or the methods used to build trust and loyalty from customers.
The term has been used in marketing for many years and is often regarded as a necessary part of determining the success of a product or service. It is the central concept of marketing and is used in all aspects of the industry, including formulation of objectives and strategies, setting goals and developing promotional plans. Source is linked to understanding customer attitudes, perceptions and characteristics, and how these will impact the particular product or service being offered.
Source has three primary aspects:
1) Awareness. Awareness is the recognition of a product or service, or of a brand or message. This is typically the first step in the customer journey and is established through advertising, promotions or by word-of-mouth.
2) Interest. Interest is the customer's response to the message or information presented. It refers to whether the customer is motivated to adopt the product or service. It is important to choose an approach which appeals to the customer and appeals to their interests.
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3) Consideration. Consideration is the stage when the customer actually evaluates the product or service, usually after they have become aware of the product or service and have created the interest in it. This stage requires the customer to be actively looking into the product or service and deciding whether it is right for them or not.
Source is an important component of any marketing strategy. It is the foundation for customers to learn about a product or service and to create a connection between a product or service and the customer. This connection is built through a series of activities and experiences, which could include brand awareness, customer education, and customer relationships.
The importance of source in marketing, therefore, needs to be understood. The success of any marketing strategy hinges on customers being able to identify and recall the source of their information and the product or service being promoted.
As such, it is important to create a unique and memorable source for the customer. This can be done through a variety of activities and methods, including cultivating relationships with customers, creating memorable campaigns and messages, and engaging with customers online through social media.
For example, a business may create a specific hashtag which customers can use to identify their brand or product, or to tag posts or messages which have been created by the customer. This not only helps to create recognition, but also provides an additional source of information for customers to refer to.