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Marketing funnel dead?

Mckinsey has an interesting new article in which they examine how consumers research and buy products. Here are some tidbits:

  • The marketing funnel is dead (well sort of). It’s replaced by a less linear flow.
  • Brand awareness matters. People choosing PCs add an average of 1 brand to their initial consideration set of 1.7; people choosing cars add 2.2 brands to their initial set of 3.8
  • The point of purchase is important. Up to 40% of consumers change their minds based on something they see, learn or do at the point of purchase. Wow.

Should be a must read for marketers. More online here.

Categories: Uncategorized Tags: ,
  1. jakyiscool
    June 25, 2009 at 6:35 am

    I just got out a point on my post on how people perceive things. But, your point three was just the beginning of the game.

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