Jul 24, 2023·edited Jul 24, 2023Liked by Rob Engelsman
Mmm, you want to make a case against the funnel? No need to re-invent the (fly)wheel, I'll give you a much simpler example: in low-engagement product categories (you know, the stuff we mindlessly consume, because we maybe need it but there isn't much interest or emotion beyond that simple fact: consumables, and such) the whole idea of purchase-follows-consideration-follows-awareness - that is, the rigid sequentiality that is the central tenet of the funnel model - collapses.
What you see instead is a very simple correlation between Top-of-Mind awareness and purchase (=you order the first thing that comes to your mind) or a correlation between what's on promotion and purchase, bypassing the funnel model entirely (you go for a cheap, generic option because brands have no meaning in that context).
Great point! To us, relevance is something that encompasses all these things - it's about having the right story in the right time and place for the right people. In your second example, the cheap generic option is relevant because it's cheap and available. Right place and story for a consumer that doesn't need anything else to make up their mind.
was this on purpose? Research shows that consumers develop trust with brands through 5 factors - authenticity, consistency, consistency, clarity, and quality
Mmm, you want to make a case against the funnel? No need to re-invent the (fly)wheel, I'll give you a much simpler example: in low-engagement product categories (you know, the stuff we mindlessly consume, because we maybe need it but there isn't much interest or emotion beyond that simple fact: consumables, and such) the whole idea of purchase-follows-consideration-follows-awareness - that is, the rigid sequentiality that is the central tenet of the funnel model - collapses.
What you see instead is a very simple correlation between Top-of-Mind awareness and purchase (=you order the first thing that comes to your mind) or a correlation between what's on promotion and purchase, bypassing the funnel model entirely (you go for a cheap, generic option because brands have no meaning in that context).
Great point! To us, relevance is something that encompasses all these things - it's about having the right story in the right time and place for the right people. In your second example, the cheap generic option is relevant because it's cheap and available. Right place and story for a consumer that doesn't need anything else to make up their mind.
was this on purpose? Research shows that consumers develop trust with brands through 5 factors - authenticity, consistency, consistency, clarity, and quality
Nice catch! The 5th is actually honesty, but I do like the humor of consistency being written twice.