ANCRA Marketing Model

ANCRA Marking Model (or ANCRA) is a strategic planning technique used to help identify opportunities in a marketing funnel. While the model may be useful in general, it is typically applied to digital efforts.
The model closely parallels the more general funnel.
Overview
ANCRA looks at the steps a consumer might take in their product search/journey.
The acronym ANCRA stands for the general areas the model considers. The process consists of the following steps, though there are variations.
* Attract: Find new customers.
* Nurture: Attempt to build value in the minds of potential new customers; in the digital context, this means visitors to a website that don't convert to a customer.
* Convert: elements in the environment that the business or project could exploit to its advantage.
* Retain: elements in the environment that could cause trouble for the business or project.
* Advocate: elements in the environment that could cause trouble for the business or project.
The model is generally thought of as an Inbound Marketing inbound marketing model. Variations include the idea of Evangelism in terms of the idea of Advocacy. As with most models, there are potentially strategies and tactics for managing each stage along the funnel. For example, it may be strategically advantageous to consider the Nurture stage in that it is potentially more profitable to grow an existing customer than to incur the potentially larger expenses of acquiring a new customer. Similarly, it may be more advantageous to create customer retention efforts than acquire new customers and part of that effort might include turning existing customers into Advocates.

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