As technology transforms and enables the customers’ purchase journey, the concept of ‘top of funnel’ awareness building and ‘bottom of funnel’ transactions is becoming blurred, causing somewhat of a collapse.
Customers have information when and as they need it and, thanks to search, social and digital media in its entirety, they’re moving through the funnel faster than ever before. With the rapid growth of online options accelerated over the past few years, traditional promotion and advertising approaches have been disrupted, requiring rapid response and innovation from marketers. Words like these may seem like Henny Penny, who cried “The Sky is Falling,” to those who have been warned before of imminent change in an industry that has traditionally responded to new technologies only after they have been adopted and embraced by consumers.
