Make Marketing History

The views of a marketing deviant.

Monday, August 27, 2007

Pushmepullyou Marketing.

Forrester Research's declaration that the marketing funnel is dead is prompting a lot of blogposts that say that awareness is defunct and advocacy/engagement/loyalty is the new goal and all sorts of schematics are being offered up as visual representations of a new reality.

It's all very interesting but the talk of a marketing goal that isn't increased sales/profits worries me. That's not because there shouldn't be a purpose to one's marketing but because goals are, by definition, something you aim at and with that comes a push mentality that risks undermining the insight behind the funnel's obituary.

If the marketing environment has changed, then marketers have to change their approach. Replacing a push for awareness with a push for advocates isn't really that great of a change of mindset.


Anonymous Angus said...

Too true Mr Dodds.

Even if your fullstops at the end of your headings annoy me despite them apparently being gramatically correct.

10:10 AM, August 27, 2007  
Blogger Charles Frith said...

Advocates have always been an essential part success. Perhaps more now then ever.

I'm ok with the full stops. Its the mortuary silence on this blog that drives me spare.

10:31 AM, August 27, 2007  
Blogger john dodds said...

Nothing wrong with advocacy - it's just how one goes about generating their evangelism as this post eloquently illustrates

As for silence - if noone comments does it exist?

12:50 PM, August 27, 2007  
Blogger kaylen said...

for the record, i am fine with a full stop in a header. it lends or reinforces narrative drama. it's usually your grammar i have issues with.

anyway, who says you can't have both charts? you can never have too much of a good thing. so, i give you the best of both worlds. (also in a format less like some clinical diagram of a birth control method or that pipe dreams screensaver...)

i made it just for you and i hope you enjoy it.

the chart of your dreams!

9:50 PM, August 28, 2007  

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