twisted funnel: Divorce the advertiser

What is the funnel about?

When I started this blog – the name twisted funnel made sense. I had seen countless PowerPoint presentations at work and otherwise containing a slide with the marketing funnel (or some variation of it - the sales funnel or the communication funnel or the "customer journey" and so on). Then, I came across a radically different way of seeing this fundamental marketing model – and as you can see – the funnel was twisted. With time, my interpretation of the twisted funnel has matured – it is not just about a few new technologies affecting how we market nor is it about a new methods of communicating. It is simply the rejection of a model that oversimplifies a product’s fate – so much that its future is neatly encapsulated in four blocks called “Create Awareness”, “Connect”, “Monetize” or any other overused corporate word. The twisted funnel is not about having all the right answers to new age marketing problems. It is about looking not just at marketing, but at economics, business, technology and culture with curiosity - and asking the right questions.

twisted funnel

Thursday, September 25, 2008

Divorce the advertiser

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What is the funnel about?

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