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Thinking through a consumer’s path to purchase a lot lately. Usually it starts with the funnel conversation. You know the funnel is a spiral,dead or in some cases a Yellow Brick Road (see Making the Purchase Funnel Fixation Personal). To be honest I am tired with the funnel debate. It seems to have turned into some zealous endeavor to find the next consumer thing —like digital people incessantly talking about Web 3.0. Okay,enough of the funnel. [...] Got tuna? If not,pay attention. A consortium of tuna brands and processors want to elevate the tuna —as a fish,as a meal,as a healthy ingredient to sustain life itself. Okay,maybe that was a little strong. Regardless,the new campaign,Tuna the Wonderfish,is attempting to elevate the tuna to a new level —to a milk,orange juice or cheese status. [...] If I want get up to speed about Lady Gaga,Lebron James,or current unemployment conditions,the web delivers. If I want to plan a vacation,buy a HD camcorder,or optimize my stock portfolio,the web becomes a dizzying array of facts,opinions,and data that is rarely helpful —and often misleading. [...] The only safe bet with Toyota this year is that it seems like they will have another recall. Their persistent recalls and public quality inquiries have shattered their once unquestionable quality reputation. In an attempt to fix their tarnished reputation,Toyota is running a television campaign touting quality awards,SMART teams,and $1 million spent on safety per hour. But can Toyota’s current television blitz is wipe the massive recalls from America’s memory? [...] A primary benefit of iAds is the lowers barrier of participation. Since it is built into the new Apple operating system,the ads are a part of the mobile experience,therefore when someone engages with an ad,they do not lose their place. iAds become a brand interlude within their mobile experience. It all sounds good,except the iAd still hasn’t fixed one problem for many marketers:them. [...] Buy Back Guarantees are an interesting debate is:Is a guarantee a sign of brand confidence or brand insecurity? [...] | ||
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