The Love for Marketing Funnel


WHAT WAS I READING :

Why Social Marketing Is So Hard by Nilofer Merchant 

WHAT I FOUND INTERESTING

The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric. What this means is that there is a single path built around discrete actions by the company and responses from the buyer .  This is rational school of thought which tells us that a marketer can influence the behavior of a prospect by following certain chain of process .

All marketers work on building long term RELATIONSHIPS with their customers  . The reality is relationships are not rational they are emotional . They certainly aren’t predictable. (Try applying the marketing funnel to your love life and see how it goes. If you date 20 people, in 2.5 years will you end up with 0.7 kids?) . In fact, marketing in the social era does start to look a lot like falling in love, following an arc of romance, struggle, stability, and commitment. As anyone who’s ever been in love can attest, it’s not a linear path.

WHY SHOULD YOU READ THE SAME

If you are struggling to find why social marketing spends are not resulting in right returns . The article will give a perspective on why it won’t .  

UNANSWERED QUESTIONS AFTER READING THE ARTICLE

1. All measurements have some linearity involved . How best to measure the social media effectiveness .
2. Are brand spends on social media suppose to grow wallet share / market share .
3. What is the conversion cycle like from online stimulus to offline purchase .




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