The Funnel Is Changing: Upper, Medium And Lower Stage

Quite strange if I am the one saying that.
And I do say that with no filters… but if the digital marketing funnel nowadays is so rooted in tactical schemes elaborated by agencies and marketing advisors, it is also because I am among those who boosted it the most.
This was already described in one of my in-between books,
Digital Marketing With Adwords and then it was talked out from a tactical point of view when I wrote about the Double-Blind strategy in the book Performance Ads With Google And Facebook.
The core of the issue is the need of identifying five different areas, placed in an increasing trend, where it is necessary to act on purpose on marketing and communication.
This gets possible at different levels, where it is clear that everything starts with communicating something, to get to protect something, aiming at obtaining performances and non-vanity metrics.
All starts from a funnel-shaped pattern to get to a peak where, placed inside that little triangle, you can find all the users wanted and needed… better said, all the users that needed us.
In this kind of context we always strived to turn the funnel into an amphora allegedly… in some sort of a Dreamland which actually does not exist.
The tactical area, the assist to strategic aims, has always been very decisive. Just think that during a Google Summit back in 2013, along with some other Google Ads pioneers, I suggested to add the assist click in the Google Ads charts, speaking in front of well-known project designers such as Jon Diorio who - wily old fox - always listen to your ideas and are always one step ahead of the routine answer that a “normal” guy could give.
This idea was appreciated beyond measure, and we suddenly found the click funnel in the charts, and not only the idea of that old last click which was modified in marketing attribution models only later.
One day then, Google, i.e. Google Ads, had the thought of making themselves comfortable and taking a closer look at consumer behaviours that, because of (and maybe thanks to) the Covid-19 pandemic and the forced need people had to stay at home, radically changed the user search approach.
Thanks to Data Driven. Yes, because Google was not the core anymore... The “search” is not “Google-centred” anymore… or better…. the focus is on the entertainment and so the social networks (Youtube as well) are becoming the main actors of a search funnel leading, now and in the future, to the dawn of a new era… not only as an intrinsic search, but as a sort of digital homeostasis process too.
Put in a nutshell: I need to evolve, otherwise I die. I adapt, change funnels, models, time and so on…. otherwise I am left isolated. This isolation has become one of the user characteristic searches on YouTube, with searches such as “for myself” and “at home”.
So… the funnel has changed and today it is difficult to create it on five different stages: awareness, interest, consideration, intent and purchase.
Today it is rather a compact mix of three levels: upper, medium and lower.
How do they work? Well, take your time… let’s talk about it next time.

Andrea




Il Funnel sta cambiando: fase alta, media, bassa

Detto da me fa quasi impressione.
Sì perché lo dico senza mezze misure… ma se il funnel del marketing digitale oggi è così radicato nelle tattiche delle agenzie e dei consulenti, è anche perché sono stato uno di quelli che lo ha più nutritamente promosso.
 

Era già stato rielaborato in uno dei miei libri intermedi, Digital Marketing con AdWords e poi lo abbiamo sviscerato tatticamente con il Doppio Cieco in Performance Ads con Google e Facebook.

Il succo della questione è sempre stato quello di identificare 5 aree a scalare, nelle quali andare a fare azioni mirate in comunicazione e marketing. Con livelli diversi, dove si parte evidentemente dal comunicare qualcosa, per arrivare a proteggere quel qualcosa, ma con la finalità di ottenere performance e non vanity metric.

Si parte da un imbuto, visivamente, ma si arriva a una punta dove sono concentrati al suo interno, in quel triangolino piccino picciò, tutti quegli utenti che fanno al caso nostro… o meglio, per i quali facciamo al caso loro, sarebbe meglio dire.
 
In tale contesto abbiamo sempre lottato affinché fosse presumibile – nel mondo che vorrei / vorremmo – avere un’anfora, più che un imbuto… ma poi di fatto, sappiamo bene che non è possibile.
 
L’area tattica, l’assist a fini strategici, è sempre stato così determinante, che nel 2013 insieme ad altri pionieri, durante un Summit Google suggerii di inserire l’assist clic all’interno delle tabelle di Google Ads, di fronte a progettisti da “tanto di cappello”, come Jon Diorio, che – vecchia buona volpe – ti ascoltano sempre e sono sempre un passo avanti rispetto alla risposta di routine che una persona “normale” potrebbe dare.
 
Ebbene sì, l’idea piacque al punto tale che improvvisamente ci trovammo in tabella il funnel dei clic e non solo l’idea di quel già vecchio last clic che solo successivamente è stato modificato nei modelli di attribuzione.
 

Un bel giorno, poi, Google e quindi Google Ads, si sono svegliati e hanno pensato bene di mettersi seduti e guardare il comportamento dei consumatori, i quali, anche a causa (o grazie) al covid e allo star chiusi in casa, hanno radicalmente cambiato il loro approccio alla ricerca.

Col Data Driven. Sì perché Google non era più centrale… la “ricerca” non è più “Google-centrica”… ma anzi… si cerca l’entertainment e quindi i social [e YouTube] stanno diventando i principali artefici di un funnel di ricerca che porta/porterà a una variazione epocale… tra l’altro non solo come ricerca intrinseca, ma anche come processo di omeostasi digitale.

Mi evolvo, sennò muoio. Mi adatto e cambio funnel, modello, tempo e via dicendo… oppure resto isolato. E questo isolamento è diventato anche la ricerca per sé stessi, su YouTube con “for myself” e “at home”.
 

Insomma… il funnel è cambiato e oggi è difficile crearlo su 5 passaggi, awareness, interest, consideration, intent e purchase.

Oggi è un composto compatto di 3 fasi, alta, media e bassa.

Che funzionano come? Bhé tempo al tempo… ne parliamo la prossima volta.
 
 

Andrea

 

The Funnel Is Changing: Upper, Medium And Lower Stage

Quite strange if I am the one saying that.
And I do say that with no filters… but if the digital marketing funnel nowadays is so rooted in tactical schemes elaborated by agencies and marketing advisors, it is also because I am among those who boosted it the most.
This was already described in one of my in-between books, 
Digital Marketing With Adwords and then it was talked out from a tactical point of view when I wrote about the Double-Blind strategy in the book Performance Ads With Google And Facebook.
The core of the issue is the need of identifying five different areas, placed in an increasing trend, where it is necessary to act on purpose on marketing and communication.
This gets possible at different levels, where it is clear that everything starts with communicating something, to get to protect something, aiming at obtaining performances and non-vanity metrics.
All starts from a funnel-shaped pattern to get to a peak where, placed inside that little triangle, you can find all the users wanted and needed… better said, all the users that needed us.
In this kind of context we always strived to turn the funnel into an amphora allegedly… in some sort of a Dreamland which actually does not exist.
The tactical area, the assist to strategic aims, has always been very decisive. Just think that during a Google Summit back in 2013, along with some other Google Ads pioneers, I suggested to add the assist click in the Google Ads charts, speaking in front of well-known project designers such as Jon Diorio who - wily old fox - always listen to your ideas and are always one step ahead of the routine answer that a “normal” guy could give.
This idea was appreciated beyond measure, and we suddenly found the click funnel in the charts, and not only the idea of that old last click which was modified in marketing attribution models only later.
One day then, Google, i.e. Google Ads, had the thought of making themselves comfortable and taking a closer look at consumer behaviours that, because of (and maybe thanks to) the Covid-19 pandemic and the forced need people had to stay at home, radically changed the user search approach.
Thanks to Data Driven. Yes, because Google was not the core anymore... The “search” is not “Google-centred” anymore… or better…. the focus is on the entertainment and so the social networks (Youtube as well) are becoming the main actors of a search funnel leading, now and in the future, to the dawn of a new era… not only as an intrinsic search, but as a sort of digital homeostasis process too.
Put in a nutshell: I need to evolve, otherwise I die. I adapt, change funnels, models, time and so on…. otherwise I am left isolated. This isolation has become one of the user characteristic searches on YouTube, with searches such as “for myself” and “at home”.
So… the funnel has changed and today it is difficult to create it on five different stages: awareness, interest, consideration, intent and purchase.
Today it is rather a compact mix of three levels: upper, medium and lower.
How do they work? Well, take your time… let’s talk about it next time.

Andrea



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