Art & Commerce: Add and Subtract

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in