It is fashionable to believe marketers today should aim for mass market penetration and that segmenting, targeting and positioning are things of the past. For most brands that is a fallacy.
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Mark Ritson, Author at Branding Strategy Insider - Page 4 of 58
Reports of the death of the sales funnel are greatly exaggerated. Consumers might be bombarded by media and marketing from all angles, but marketers must still understand how to influence their journeys towards a purchase.
Becoming an old marketer has few upsides, save perhaps one.
You will recall the rather sad story of Abercrombie & Fitch. The once all-powerful fashion retailer declined as a result of ageing customers, bizarre management edicts and over exposure. The company has endured 11 consecutive quarters of declining sales and, in perhaps the most painful blow yet, recently recorded the lowest ever score on the annual ACSI assessment of retailer popularity.
The stunning success of Donald Trump’s earned media strategy proves that social media and content marketing work when brands are willing to take risks.