Funnel Clouding

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Marketing’s New Key Metric: Engagement,” a recent report from Forrester Research, caught my eye and got me thinking yet again about the changes confronting our industry.

According to the report, “The marketing funnel is a broken metaphor that overlooks the complexity social media introduce into the buying process. As consumers’ trust in traditional media diminishes, marketers need a new approach.” The report goes on to define a new metric-engagement-which is composed of four elements, the “involvement, interaction, intimacy and influence an individual has with a brand over time.”

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