Where have I been for the last several months?
Thinking a lot about how the major trends in marketing will affect what we do. This may come as no surprise but the Internet has made everyone an expert. With answers to every conceivable question at our fingertips we have become collectively much smarter - and opinionated.
Conclusion: the traditional sales funnel leaks.
While media might drive awareness, it falls short in the realm of consideration. Report after report puts influence in the hands of other consumers or people like us. This fact raises some interesting questions about the role of marketing and how it works. Namely, if advertising effectiveness is eroding and people have more information - what is the appropriate way to participate?
So, this blog (and the company I work for Recipe 31) is focused on the question: "how to create customers through conversations?"