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In last month’s column [“Funnel Clouding,” Sept. 10], I wrote about Forrester Research’s recent report on the impact of social media on the marketing funnel. I got a ton of response to the article, so here are some more thoughts on the implications of Forrester’s findings.
To refresh, Forrester’s report, “Marketing’s New Key Metric: Engagement,” says, “The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers’ trust in traditional media diminishes, marketers need a new approach.”
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