If you want your business to survive COVID-19, adopt the disrupted marketing funnel
Why is an antiquated marketing structure seen as the roadmap out of a modern day crisis? Fifth Dimension Consulting founder and director Lyndall Spooner says it’s time to change.
To this day, marketers have been relying on the traditional marketing funnel as the best working model for marketing strategy, however there is one major problem – the marketing funnel was developed in 1898. In those days, there was no internet, no TV, radio was in its infancy, and there were far fewer products and services to choose from, meaning less complexity for consumers. Brands only really needed to raise their salience and awareness levels, and then consideration (and often sales) would follow.
The traditional funnel breaks down the buying journey into stages, starting with awareness, then interest, desire and action. There are several versions of the marketing funnel, however they all depict that the more people you have at the top of the funnel the more people you end up with at the end.
The problem with this concept is that the buying journey is not a linear process and optimising people at the top of a single funnel does not lead to winning more customers at the other end.
