Following the Breadcrumbs to Guide People Through the Path to Purchase
Move aside purchase funnel and make room for the path to purchase. Perhaps you've noticed the headlines of late: "Marketing is Changing," "Mobile Advertising is More Effective Than Desktop Advertising," "CIOs Now Report to the CMOs (Or Should)," "It Is About Being Mobile First," and so on.
All of these headlines, and countless more, are referring to an inalienable truth today: social norms and people's behaviors are changing, and as a consequence so is the practice of marketing.
Marketing is about service; it's about helping a company identify and fulfill the needs, wants and desires of consumers. Throughout most of its history, marketing has focused on the needs of the marketer and the marketer's company. We've been shareholder-centric, company-centric and product-centric. We've organized our companies to be engineering-driven, sales-driven or marketing-driven. In other words, we've been self-absorbed and focused on our needs and our offerings and what we want to accomplish. This inward focus must change.
To execute effectively, brands most certainly need to maintain an inward focus on all of the activities above. However, they also need to create and hone their mobile marketing capabilities. That is, train their people, invest in technology and develop processes to achieve their goals in the new mobile reality.
Since today's consumer spends the majority of their time on or being influenced by mobile devices and mobile-enhanced media, they've begun to expect one-to-one personalized treatment. It's imperative that marketers turn their primary focus away from themselves and towards people (a word rarely used to define consumers). Marketers must take their focus away from shuttling the "consumer" down the proverbial purchase funnel cattle shoot and direct it toward guiding and helping people along their individualized path to purchase.
Below is a side-by-side illustration of the purchase funnel, resting on the base of loyalty and advocacy, and the new path to purchase.