The marketing funnel is old news

For pretty-much-forever, the Marketing Funnel has been an unquestioned theory of brand advertising. There are lots of nice representations of it across the marketing ecosystem, most something like this …

The marketing funnel is the classic representation of the prospect/customer journey. But, brand me a heretic … I just don’t think it represent reality the way it once did.

It’s because of the two precious commodities: Time and money.

It’s great when you have the time—and the consumer’s focus—to gradually draw them through the stages of Awareness, Interest, Consideration, Evaluation and Purchase. But it’s pretty unlikely. With media (and consumer focus) so fractured, you can’t assume consumers are tracking with you in a logical and sequential way. In a way, it’s almost like you need to re-introduce yourself every time you have happen to bump into your target.

Now, let’s talk money. Maybe you’re one of those brands lucky enough to have tons of millions of dollars to build awareness, and gradually gain the mindshare you need to help the consumer slowly slide down your classic marketing funnel.

Chances are, you’re not. In which case, consider this more propulsive model.

Let’s not abandon the Funnel just yet. But it’s past time to consider an alternative … or, at least, a corollary.