They recommended a loop model instead of the usual straight line approach from awareness, purchase and loyalty. This was a dramatic change although many companies are still, many years later, working on the usual Iinear approach in a non-linear world. This is one of the most widely referenced digital marketing models mentioned by brands and agencies, so we use it to start this section. It has spawned many imitators including Google’s ZMOT. Get the full story at Smart Insights