The funnel is everything but linear and was it ever linear to start with? Only when you can track someone you can draw some conclusions with the necessary reserves. This applies for both B2B and B2C, although there are differences. It is however clear that the way to a purchase is ‘nonlinear’ and not a simple funnel.
A whole new range of social channels has joined existing interaction channels and have shifted the focus from communicating as in messaging to communication as a balanced mix of cross-channel dialogues where listening is key. Five major changes in the social media age.
People who specialize in social media marketing can learn a lot from email marketers. Because, ultimately both email marketing and social media marketing are about customer-centricity and of course just…marketing. Ten lessons.
When speaking about ROI, marketers seem to focus on channels, media, campaigns and programs. They look at the messages and their carriers. They seldom look at what really matters: the customer, his lifecycle value and buying journey, the bottom-line and the global picture.