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A few years ago, many marketers realized that the explosion of consumer touch points rendered the marketing funnel DOA as a marketing metaphor. Instead, this complex process was likened to a journey.
While marketers have switched metaphors, they haven’t tried any new approaches to getting their messages across. Often, consumers are still confronted with ads that are irrelevant. Perhaps it’s an awareness ad that’s actually targeted at someone who’s already aware of the product, or it’s a direct-response ad aimed at a consumer who isn’t nearly ready to buy.