{"id":5581,"date":"2013-10-18T15:00:00","date_gmt":"2013-10-18T19:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=2925"},"modified":"2020-04-03T18:01:30","modified_gmt":"2020-04-03T22:01:30","slug":"rethinking-digital-marketing-funnel","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/rethinking-digital-marketing-funnel","title":{"rendered":"Rethinking the digital marketing funnel"},"content":{"rendered":"<p>If you\u2019re a marketer, and you\u2019re not living under a rock, you know the world of marketing is undergoing rapid change. As an industry, we have coined countless new terms for this new marketing paradigm: digital marketing, internet marketing, inbound marketing, search engine marketing, social marketing, or any number of other buzzwords that have found their way into our collective consciousness.<\/p>\n<p>No matter what you call it, the reality is, many marketing organizations are having trouble keeping up. According to Oracle\u2019s <a href=\"http:\/\/www.eloqua.com\/\">Eloqua<\/a>, only one in four marketers feel that they will have integrated modern tactics into their plans by the end of this year. That means that a whopping 75 percent of marketers aren\u2019t making the cut.<\/p>\n<p>So how do you make sure that you are in the 25 percent that successfully integrates modern internet marketing tactics and maintains a competitive advantage?<\/p>\n<h3>A marketing ecosystem<\/h3>\n<p>Having worked with a number of clients struggling with this question, we\u2019ve observed that most marketing teams have taken component parts of this new paradigm and arbitrarily added them to their traditional marketing strategy. They have attempted to fit blogging, or twitter, or SEO into the same mold they use for direct mail or print advertisements.<\/p>\n<p>Unfortunately, it\u2019s just not that simple, because components of digital marketing don\u2019t follow the same patterns, and the rules are vastly different. You need to take a more holistic approach.<\/p>\n<p>Think of it this way: in a well-developed digital marketing strategy, <strong>you are building a marketing ecosystem, not a marketing funnel<\/strong>. Each component of your strategy needs to interact with the others, and above all, everything must be digitally tracked.<\/p>\n<p>Your customers won\u2019t all act alike, and they certainly won\u2019t follow a singular linear path down a funnel that you\u2019ve predetermined. It is now crucial that marketers create dynamic pathways for customer to interact on their own terms.<\/p>\n<p>Check out the graphic below for details on what you need to consider in your marketing ecosystem (<a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2013\/10\/marketing-system.jpg\">see it larger here<\/a>):<\/p>\n<p><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2013\/10\/marketing-system.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2926\" alt=\"marketing-system\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/marketing-system.jpg?resize=640%2C641\" width=\"640\" height=\"641\" \/><\/a><\/p>\n<p><em>For more FullStart marketing resources, <a href=\"https:\/\/www.wework.com\/creator\/marketing\/\">head here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re a marketer, and you\u2019re not living under a rock, you know the world of marketing is undergoing rapid change. As an industry, we have coined countless new terms for this new marketing paradigm: digital marketing, internet marketing, inbound marketing, search engine marketing, social marketing, or any number of other buzzwords that have found [&hellip;]<\/p>\n","protected":false},"author":944,"featured_media":2927,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-5581","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rethinking the digital marketing funnel<\/title>\n<meta name=\"description\" content=\"In a well-developed digital marketing strategy, you should build a marketing ecosystem, not a marketing funnel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wework.com\/ideas\/professional-development\/rethinking-digital-marketing-funnel\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rethinking the digital marketing funnel\" \/>\n<meta property=\"og:description\" content=\"In a well-developed digital marketing strategy, you should build a marketing ecosystem, not a marketing funnel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wework.com\/ideas\/professional-development\/rethinking-digital-marketing-funnel\" \/>\n<meta property=\"og:site_name\" content=\"Ideas\" \/>\n<meta property=\"article:published_time\" content=\"2013-10-18T19:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" 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