Its one thing to predict the weather, its another to change the weather. As marketers, we are not in the business of forecasting, we are in the business of changing shopper behaviors. We need to be rainmakers. To do this, we need to understand the primal nature within shoppers – the constant that controls the effectiveness of our marketing.
In this episode, I have some fun talking about the traditional marketing funnel and how it relates to dating. Over my career I used the dating analogy many times to describe what is happening within marketing (and how you shouldn’t date shoppers like you’re a desperate brand). To illustrate this concept, I talk about different funnels in four product categories: automotive, mobile phone, grocery, and restaurants; and possible solutions to move shoppers through the funnel.