Abstract

Traditional marketing strategies emphasizing mass communication and short-term conversion have become increasingly inadequate in an era characterized by personalization, emotional resonance, and sustained trust-building. As technological capabilities expand, consumer expectations now demand relationship-based marketing approaches. In response to these shifts, the CONNECT methodology—originally developed in 2019 to support international student success—offers a structured seven-stage framework adaptable to modern marketing contexts. This paper reinterprets CONNECT—Cultivate Trust, Optimize Pathways, Nurture Motivation, Network Strategically, Engage Continuously, Collaborate with Stakeholders, and Track & Transform—through the lens of contemporary marketing theory and practice. By integrating current academic literature (2020–2025), case analyses, and conceptual modeling, this study positions the CONNECT framework as a robust, consumer-centric, and emotionally intelligent marketing strategy. The proposed conceptual model offers pathways for operationalization, empirical validation, and practical application across diverse marketing environments.

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