The Marketing Funnel is Now a Circle in the Social Media Age
Dennis Carpenter March 13, 2012Social Media Affects Every Stage Of The Customer Journey
Forrester Consulting has just released survey results compiled for Facebook In December 2011 to evaluate how marketing leaders are building brands in the connected world. Forrester conducted online surveys of 101 VP- and C-level marketing professional and interviewed 12 CEOs, CMOs, and VPs of marketing. The results show how far marketing execs have yet to go in adapting to the “connected world” of Social Media.
“They found that while most marketing leaders believe that social is highly important to brand-building, their current strategies are out of sync with how consumers prefer to interact with their offerings”
What was the disconnect? Few brands have realized that the consumer’s decision making process has changed from a funnel to a circle of trust and interactions
The marketing funnel is now a circle. Consumers have become increasingly influential in the brand-building process
Take-aways:
A connected brand continuously connects and engages with people when they want, where they want, and how they want through social media.
The blueprint for successful brands in the social media age -
- Articulate the brand’s social identity so the brand communicates with a unique, compelling and authentic voice.
- Connect with your customers by giving them by adding value and a reason to like or follow the brand in social channels.
- Engage people by making brand communications more participative and personally relevant.
- Influence people by inspiring and enabling people to share messages about your brand with their networks.
- Integrate social into the brand and product experience to make it more cohesive and useful.
- Rejuvenate the brand by using insights from social channels to monitor the brand’s health and improve the brand experience
Success tips for brands from the Twitterverse:
Listen before you engage with social media. Don’t cold tweet or use sales pitches, it’s meant to build relationships#IVJAM
— Kevin Baldacci (@KevinBaldacci7) March 12, 2012
Video has very high influence on social #ivjam
— Ellen Valentine (@EllenValentine) March 12, 2012
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The Marketing Funnel is Now a Circle in the Social Media Age,
Comments (3)
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Great post Dennis – I believe in the power of relationships and the “circle” seems to be a much better idea and a superior plan to keep your connection and communication engaged. Edward
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Thanks. Yes decisions are being made by a circle and not based on an authority. “A connected brand continuously connects and engages with people when they want, where they want, and how they want through social media.”
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