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The Think-Feel-Do Model (TFD) Positioning Approach

Instructor: Elizabeth Wamicha

Elizabeth teaches undergraduate courses in Business and Information Technology for the last 7 years. She is currently on course to completing a Doctorate in Information Systems

This Lesson examines the Think-Feel-Do model as a positioning approach. This is a new marketing approach that has become very popular in the last few years

The Current Marketing Environment

Today's world is constantly increasing and improving the number of communication channels available for marketing. Companies are faced with the reality of having to compete for audience attention. In this regard, new marketing approaches are currently being developed and they are being driven by the ever changing consumer demands of this day and age. Marketers would like to position themselves in such a way that they are constantly communicating and engaging with their existing customers and potential customers.

Marketing positioning tools and tactics that were being used in the past are now viewed as obsolete. This has been caused by advances in digital media and in social media. These advances, in turn, have led to the introduction of new approaches to marketing. Marketers are faced with a number of questions such as how do they adapt to the changing marketing environment while attempting to constantly engage and communicate with their target audience.

The Think-Feel-Do model, as a positioning approach, helps marketers adapt to this changing marketing environment. The model is also ideal for ensuring that target audiences remain engaged to the information that marketers would like to provide. The next section further examines the Think-Feel-Do model.

The Think-Feel-Do model

The Think-Feel-Do model is is based on three key pillars. Marketers can use these pillars to develop a strong and potentially successful marketing campaign. This model attempts to support the marketing department of an organization as it aims to create and manage growth opportunities. The model is made up of the following components:

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