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).
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).
was this on purpose? Research shows that consumers develop trust with brands through 5 factors - authenticity, consistency, consistency, clarity, and quality