A New Marketing Model

“The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers’ trust in traditional media diminishes, marketers need a new approach. We propose a new metric, engagement, that includes four components: involvement, interaction, intimacy, and influence.”

“…recognizing that value comes not just from transactions but also from actions people take to influence others. Once engagement takes hold of marketing, marketing messages will become conversations, and dollars will shift from media buying to customer understanding.”

taken from Brian Haven’s Forrester Report - Marketing’s New Key Metric: Engagement

Visually this new marketing “funnel” looks like a complex maze - others have made it a spiral or flipped it upside down. I’m not sure what the model looks like actually. I know, I’m a visual guy - what’s my problem? Its a complex environment to model with different paths of influence and contribution. A model that will more than likely look like an infinate-strange-loop of conversation - unless we set out to model a specific marketing execution. Anyway, I think there are some things a majority of people will agree upon aside from a visual representation.

1) The model is not linear, we don’t market in a vacuum. Customers don’t base their opinions of your brand, product, or service solely from your brochure. Or your web site.

2) Contribute, Buy, Buy and contribute. We shouldn’t overlook the value of influence of online social conversations. Your best customers, foes, and fans will influence decisions.

3) Marketers need to join the conversation. Or, design and build platforms for conversation to happen. Embrace the technology that makes digital conversation possible. And embrace the fact that the conversations are going to happen, regardless.