Chapter 5

Week 2: The Social Feedback Cycle

Viewed in the context of the classic purchase funnel, media spending is directed largely toward awareness, where it drives demand, and the point of sale, affirming pending purchases or shifting them to a competing brand. What’s been missing is direct access to the consideration phase that sits between the two.

The consideration phase—in the middle of the purchase funnel—turns out to be the central link between the social web and marketing. Think of this as the operations connection, where conversations between consumers based on experiences carry further and with greater trust than the promises proffered through advertising and marketing alone.

Chapter Contents

  • Social Media in Marketing
  • Consideration ...

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