Comments on: The purchase funnel is no more

By: New Guy 2011

New Guy 2011 — Tue, 25 Oct 2011 19:40:00 +0000

I don’t care whether or not this is old or new news.
It’s new to me.
And I will consider it when creating ads/brand touch points.
The lesson is: It’s a never ending loop (Or should be). If a brand continues to provide good product/experience across all their products through a persons lifetime… and marketers continue to communicate the right information to the consumer all along, as indicated in the chart, then it’s all good.
Look at Apple.
Apple is definitely… in the loop.

By: blue pendant lights

blue pendant lights — Thu, 02 Jun 2011 08:56:00 +0000

I’ll
back again for sure, thanks for great article

By: Steve Carrel

Steve Carrel — Wed, 18 May 2011 16:45:00 +0000

That’s what she said.

By: The Two Faces of Marketing | Spin Sucks

The Two Faces of Marketing | Spin Sucks — Thu, 03 Mar 2011 18:02:51 +0000

[...] the norm while psychographics required a bit more work. The problem is that neither are enough for understanding today’s buyer. Forward-thinking marketers get sociographics and ethnographics are more [...]

By: Deb

Deb — Sat, 26 Feb 2011 05:40:00 +0000

Hi Don,

Just to let you know – McKinsey does not negate the funnel model. In fact, they state it is still helpful “by providing a way to understand the strength of a brand compared with its competitors at different stages, highlighting the
bottlenecks that stall adoption, and making it possible to focus on different aspects of the marketing challenge.”

By: Adrian

Adrian — Fri, 18 Feb 2011 01:30:00 +0000

Interesting, if only because Inwas in meeting today where this model was dragged out – you should see the full version where this is just center of giant ellipse, with sub-segments and data applied to each stage eg triggers, no of brand considered and so on ad infinitum.

There does seem to be something in McKinsey mindset which is profoundly uncomfortable with admitting people are irrational and unpredictable. They like neat models and this allows them to behave as if marketing is capable of complete understanding and control of messy behaviour. It is marketing’s version of the Cartesian notions of being able to predict the future by knowing the position and forces acting on every particle in the universe.

The only value I can see is forcing people to actually suport assertions with data, and acknowledging the growing availability of consumer influence via reviews, blogs etc. But this will always vary by category, and is just another of plethora of influences on purchase. Do I have time to wade tgrough all the reviews on TripAdvisor, or do I say I’m too busy and go with the brand of hotel I rate highly to begin with?

It’s got limited value, but as it’s pretty mechanical it will never be substitute for insights which could influence more radical shifts.

By: Bennett

Bennett — Thu, 03 Feb 2011 23:21:00 +0000

We liked McKinsey’s decision journey, but felt that it did not adequately address the role of social media in the discovery process. What do you think about our ‘Social Buying Journey’?
http://socialarc.com/blog/206-from-purchase-funnel-to-social-buying-journey

By: 3 purchases that failed #fail

3 purchases that failed #fail — Mon, 20 Sep 2010 15:42:09 +0000

[...] the angry passenger at United airlines and so it goes on. We’ve all read and understood the new purchase funnel of social media and any customer could be a Mass Maven or Mass Connector. Whatever product or service you are [...]

By: Invloed van social media conversaties op de purchase funnel | Bijgespijkerd

Invloed van social media conversaties op de purchase funnel | Bijgespijkerd — Mon, 19 Jul 2010 19:12:03 +0000

[...] 5 stappen te onderscheiden awareness, consideration, preference, purchase, en loyalty. Er is ook kritiek op het traditionele purchase funnel model. Zo zou in werkelijkheid het purchase proces minder [...]

By: paul

paul — Fri, 19 Mar 2010 22:25:22 +0000

The underlying assumptions of the funnel guided the way marketers built programs for years. McKinsey's research challenges those underlying assumptions. The real question is what do marketers do now? The purchase funnel was the basis for marketing program development, which we should all admit didn't produce enough programs that engaged or even complied with what consumers demand (relevance and self-awareness on the part of the brand). Now even that underlying foundation is changing. Marketers need a new framework, or as a first step, a program development model that deals with the implication that consumer buying behavior has forever changed…and so has the funnel.