Storytelling in the age of content marketing

Has content marketing changed consumers?

My version of the customer decision journey

My colorful version of the customer decision journey. Click to view McKinsey’s version.

The question popped into my mind while reading this blog post on Pamorama. Pam neatly shows two models for the process a customer goes through before (and in the second case, after) they make a purchase.

There’s quite a difference between the two models. But does that difference reflect a change in consumers? If so, did content marketing cause that change?

The pre-content marketing sales funnel

The pre-content marketing sales funnel shows a straightforward process with a beginning and an end. At the end, you’ve bought something. Congratulations! Goodbye – and you never hear from the (web) shop again.

When, if ever, did this sales funnel model match reality? Under what circumstances is there no contact between ‘shopkeeper’ and consumer after the purchase – or, would one map only this part of the process? Continue reading

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