How the Funnel Changes: Upper, Medium and Lower Stage

I once saw a 29-stage one.
Perfectly in harmony with the less-is-more philosophy, would you say?
Jokes aside, nowadays the marketing funnel has become an almost entirely theoretical thing that, if organised as in the first part of
this article, well…, can turn out to be pretty satisfying.

The
Google Ads Data Driven system is radically turning the idea of funnel upside down but, on the other hand, it makes it become more fluid too.
Basically, as already stated more than once, a funnel can place itself both in the upper and medium and lower stages at the same time, according to different kinds of conversions.
However, in the Data Driven case, what matters is that the system understands the mood of the users and so the mood of the “prospect” itself (?) by analysing the bias of users.

In this system, for instance,
Google Discover fits perfectly, being so popular in the Discovery campaigns.
Practically, above all when it comes to its app, Discover is a series of recommendations that Google proposes, based on former situations and on the users’ mood in a particular moment of their day.

It is not a sci-fi tv-series episode if you think about it… just think of your smartphone every morning, when it gets connected via Bluetooth right after you start your car.
It suggests you the best itinerary, taking for granted that you are going to work and it does it with awareness, above all if you are used to working in different places, on different days of the week.

But let’s get back to the funnel now… nowadays, as said beforehand, it cannot be conceived as a five-stage funnel anymore, but only because it is necessary to see simultaneously the upper, medium and lower stage in it.
The only stage that remains untouched is the Consideration stage, and the lowest one should better be called “decisional stage” or simply DECISION.

The upper stage, which is a stage of Interest, still exists, where the Awareness is various and can enter the fray, (both big or small… small if linked to a certain Interest). However, the step from Awareness to Interest does not exist anymore though.
It is much more complicated to think about an Intent stage mixed up with the Purchase stage… but if we think about the fact that the Purchase stage is a Brand stage eventually, this is enough to imagine the very last step such as a “protection”, and then make way to the Decision stage as a sort of final Purchase stage.

Put in a nutshell… it is all much easier, don’t you think? Well, not necessarily.
Data Driven and minor steps focus mostly on a marketing conception that needs to be in line with communication… Good old advertising is probably facing, for the first time, its 2.0 version.

Andrea


Come cambia il Funnel: fase alta, media e bassa

Una volta ne ho visto uno da 29 passaggi.
Perfettamente sincronizzato con la filosofia del less is more… no?
Vabbé scherzi a parte, oggi il funnel è quasi unicamente una sinapsi teorica, che però se strutturata come abbiamo visto nella prima parte di questo articolo in due atti, bhé, direi che ci può dare chiare soddisfazioni.
 
Il sistema Data Driven di Google Ads, è evidente che radicalmente stravolge il concetto di funnel, ma, se vogliamo, lo rende semplicemente più liquido.
In pratica – e questo lo abbiamo sempre detto – un funnel può essere in fase alta e contemporaneamente essere in media o bassa per altri tipi di conversione.

Nel caso del Data Driven però, quello che conta è che il sistema comprende lo status “emotivo” dell’utente e quindi del “prospect” (?) analizzandone i bias.

In questo sistema, per esempio, si configura perfettamente la Discover di Google, che tanto spopola nelle campagne Discovery.
In pratica, soprattutto in funzione dell’app, la Discover è quella serie di consigli che il sistema Google propone, basandosi su situazioni pregresse e sul tuo stato in quel particolare momento della giornata.

 
Non è fantascienza se ci pensate… immaginate il vostro smartphone quando accendete la macchina la mattina e si collega col bluetooth.
Vi suggerisce il percorso consigliato, dando per scontato che dobbiate andare a lavoro e lo fa in modo ponderato, soprattutto se siete abituati ad andare in uffici diversi, in giorni diversi.
 
Ma torniamo al funnel… oggi, lo abbiamo detto, non possiamo pensare a un funnel a 5 passaggi, ma solo perché comunemente dobbiamo parlare di fase alta, media e bassa. L’unica fase che non viene toccata è quella della Consideration, mentre la bassa è più opportuno chiamarla fase decisionale o DECISION.
 
Una fase alta quindi di interesse, dove l’Awareness è variegata e può essere sparata nel mucchio, o sparata in un mucchio più piccolo (se educata da interesse), ma il passaggio di scalino da Awareness a Interest non esiste più.
 
Più complicato pensare a una fase di Intent che si mischia alla Purchase… ma se pensiamo al fatto che la Purchase è ormai una fase di Brand, basta immaginare l’ultimissimo step come una “protezione” e lasciare il campo della fase di acquisto a quella così chiamata decisione, che citavamo prima.
 
Insomma… tutto più facile? Non necessariamente.
Data Driven e minori passaggi spostano necessariamente l’attenzione a un marketing che deve sempre più ritornare a essere in linea con la comunicazione… la cara vecchia pubblicità è probabilmente di fronte per la prima volta, alla sua fase 2.0.
 
 

Andrea

How the Funnel Changes: Upper, Medium and Lower Stage

I once saw a 29-stage one.
Perfectly in harmony with the less-is-more philosophy, would you say?
Jokes aside, nowadays the marketing funnel has become an almost entirely theoretical thing that, if organised as in the first part of 
this article, well…, can turn out to be pretty satisfying.

The 
Google Ads Data Driven system is radically turning the idea of funnel upside down but, on the other hand, it makes it become more fluid too.
Basically, as already stated more than once, a funnel can place itself both in the upper and medium and lower stages at the same time, according to different kinds of conversions.
However, in the Data Driven case, what matters is that the system understands the mood of the users and so the mood of the “prospect” itself (?) by analysing the bias of users.

In this system, for instance, 
Google Discover fits perfectly, being so popular in the Discovery campaigns.
Practically, above all when it comes to its app, Discover is a series of recommendations that Google proposes, based on former situations and on the users’ mood in a particular moment of their day.

It is not a sci-fi tv-series episode if you think about it… just think of your smartphone every morning, when it gets connected via Bluetooth right after you start your car.
It suggests you the best itinerary, taking for granted that you are going to work and it does it with awareness, above all if you are used to working in different places, on different days of the week.

But let’s get back to the funnel now… nowadays, as said beforehand, it cannot be conceived as a five-stage funnel anymore, but only because it is necessary to see simultaneously the upper, medium and lower stage in it.
The only stage that remains untouched is the Consideration stage, and the lowest one should better be called “decisional stage” or simply DECISION.

The upper stage, which is a stage of Interest, still exists, where the Awareness is various and can enter the fray, (both big or small… small if linked to a certain Interest). However, the step from Awareness to Interest does not exist anymore though.
It is much more complicated to think about an Intent stage mixed up with the Purchase stage… but if we think about the fact that the Purchase stage is a Brand stage eventually, this is enough to imagine the very last step such as a “protection”, and then make way to the Decision stage as a sort of final Purchase stage.

Put in a nutshell… it is all much easier, don’t you think? Well, not necessarily.
Data Driven and minor steps focus mostly on a marketing conception that needs to be in line with communication… Good old advertising is probably facing, for the first time, its 2.0 version.

Andrea



Articoli Collegati