In 2001, Emanuel Rosen published The Anatomy of Buzz, one of the first books dedicated to “Word of Mouth” marketing.
NEW THINKING
HomeAuthor
Emmanuel Probst, Author at Branding Strategy Insider - Page 7 of 9
In his recent book ‘Friction’, Jeff Rosenblum argues that the mid-funnel is often neglected by marketers, who are too worried with upper-funnel brand awareness and lower-funnel conversion tactics.
2.5 Exabytes of data are produced everyday by internet users. That’s equivalent to 250,000 Libraries of Congress. With so many posts, pictures, reviews and videos at our disposal, we tend to think we already know everything we need to about our customers.
The AIDA framework (Attention, Interest, Decision, Action) has not evolved much since it was developed in 1898 to describe the customer path (E St. Elmo Lewis).
We’re all too familiar with the old Wanamaker adage: ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half’. It no longer has to be that way.