![]() Each funnel is different depending on the product and, crucially, the segment being targeted. I am on about my 300th sales funnel, having built them for the last 15 years for a variety of clients. With this analysis complete a marketer can use the funnel to decide where to focus their efforts, what the brand objectives should be, what tactical tools to invest in and what investment and return are expected. Having identified a target segment, the funnel charts the various steps in the buying journey and then populates the steps with the proportion of that segment at each stage in the process. Very simply, the sales funnel represents the yellow brick road of marketing. It’s rare to encounter a major McKinsey engagement that does not, somewhere near its heart, contain a purchase funnel of one sort or another. It evolved throughout the 20th century, becoming better known as the ‘hierarchy of effect’, the basis for the Dagmar (defining advertising goals for measured advertising results) models of advertising planning and as a major structuring tool for large consulting firms. It was invented by E St Elmo Lewis in 1898 and is widely regarded as the first formal theory of marketing. The sales funnel has been a cornerstone of marketing strategy for over a century. Today’s shopper jumps in and out of channels, views alternatives to purchases, and searches for better deals – all at the tap of a screen, the click of a button, and oftentimes while standing right in front of the item she’s trying to buy.” It’s been brutally turned upside down, inside out, with little left to identify it as the clean, straightforward process it once was. ![]() The sales funnel isn’t changing – it’s completely and utterly dead. That evening, once home, he places his order on his laptop.Īfter recounting this story John goes on to conclude: “People say the sales funnel is changing – that, in today’s digital world, the way customers buy is no longer a simple path from awareness to prospect to sale. He decides on a brand and opts to order the machine online for a better price. That weekend he heads into store to check out the options in person but is deluged with online coupons sent to his phone offering various deals. Next, he searches online for ‘best coffee makers’ and, as a result, on the way home that evening is greeted by targeted mobile ads for coffee makers during his commute. John first describes realising that the weird noises and less-than-perfect coffee emanating from his coffee maker mean he might need a replacement. In it, the chief marketing officer at Publishers Clearing House, Jason John, recounts his recent purchase of a coffee maker. Advertising Age published a fantastically unhelpful article last week.
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