• Matt Lee

Why today’s marketing funnel needs a makeover

Marketing has long been segmented into functions defined by their area of responsibility across the purchase funnel – cue all sorts of mnemonics that brands have created to put their own ‘twist’ on exactly how to segment the funnel.

Traditionally and simplistically though, the funnel goes something like this: brand marketing uses mass media to work the top of the funnel, and shopper plays the role of closing the sale at the bottom. The middle has always been messier, but brand traditionally used to win.

This type of segmentation made sense 10-15 years ago, where the path to purchase was more linear; consumers learned about a brand through mass media, and then later visited a store to buy where they then ‘became a shopper’.