We don't make life easy for ourselves, do we?
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Not even half.
In a world awash in jargon and technical talk, it's no wonder we fall in love with the simple concept of a funnel so easily.
It makes a lot of instinctive sense. In a world full of change, ambiguity, uncertainty and complexity, a funnel is a safe haven in the storm.
So when Google introduced a new model called Messy Middle in 2020, the port suddenly became less cool.
Massey Middle is a must-read article. It's a big, data-driven piece of work that looks at people's shopping behaviors and biases in today's world; What are the most important things that marketers should know?
It's very useful, and the "calling card" of the document is the beautifully designed outline above.
I love.
The strictly linear nature of the conversion funnel has always been a difficult tool, and the average dirty Google model is fundamentally better at representing how the real world works.
The consumer never jumps to the top of the funnel, but rather navigates through well-thought-out and perfectly designed content, clicks on the shapes or loops you want to click or navigate, and finally completes the purchase at the end.
It's not that easy.
If you look at actual consumer behavior, Google says, it's complicated.
At the heart of its confusion lies the never-ending cycle of evaluation and research in which consumers can find themselves; This leaves marketers wondering: “How do we get them out of this mess?” »
I love him for his honesty.
But it's hard for me to do anything.
Unfortunately, the middle Messi does what he says; It shows us how the real world works, but its loops and circles are chaotic.
Such models work best when they help us understand the world around us and give us the tools to work more effectively.
In a world that is already complex enough, models must be real and useful. So it's easy to get attracted to the simple but simple applications of the funnel.
It's a shame because the Google model is a huge step forward...
..and if there is a way to combine the two?
The sample below takes a real-world snapshot of Google's chaotic environment and compares it to the ease of using a traditional funnel. Botanists call this process cross-pollination; I don't know what marketing modellers call it.
It goes in the direction of the funnel but forms a mesic ring and intermediate circles.
First, the broader circle of influence becomes the initial entry point into the funnel that brand builders know and love.
If people want to buy your brand, they must first be exposed to relevant stimuli to know it exists. This is a natural starting point. It is not an endless loop, but a gateway, which means that at any given time there are more people outside the market than on the trade route.
Triggers are the next important step; Call them entry points to the category if you will, but they need definition and comfort. These are important invitations designed for the moment people interact with your brand
At The Messy Middle, the never-ending cycle of research and evaluation demonstrates the importance of helping prospects get the information they need to make decisions.
Exploration strategies introduce consumers to the brand's world, capabilities, and offerings. It's about sparking customers' curiosity and interest.
Evaluation methods help consumers evaluate whether products are suitable for their specific needs, and provide them with the detailed information they need to make informed decisions.
Placing these two blocks next to each other in the middle of the funnel beautifully illustrates how different content and information are together; Launches the feed and loads purchases.
For example, a visually appealing Instagram feed for beverage brand Yeti that showcases lifestyle around coolers and coffee mugs is research content, while review content could be a series of customer testimonial videos.
Exploration events resemble the Isle of Wight's care for a mermaid, which adds fun to the original story, and review moments are tasting stations where you can taste gin and understand why it's the best ingredient for a martini. However (take my word for it, it's true.)
Exploration is the advertising companion that claims “ChatGPT will change the world” and the trial version is the free version that you use for a while before handing over your money.
I like The Messy Middle for realism and Funnel for reliability.
Well-designed and thought-out bottomless content should have as many “on-ramps” as possible to send potential customers the last 100 metres.
Call to action, research and SEO, website templates, conversions, shopping, and experience.
Delivery of goods.
It didn't work out here, and honestly, who cares if they're in the lineup?
To make a difference in marketing, theory must be translated into action; And while I think we can all agree that a funnel isn't really a funnel, seeing it as one makes it easier to manage.
Of course, there will always be those who walk straight into a bar and order a beer they've never heard of, as well as others who have heard about a platform called TikTok and still don't have an account.
I love The Messy Middle for its realism, The Funnel for its power, and I think the old saying is ultimately true: “All models are wrong, but some are better than others.”
We hope this cross-pollination of old and new will be useful to others as well.
Jonny Corbett has held senior marketing and sales roles in food and beverage, technology, finance and professional services, as well as policy and the public sector in large corporations and start-ups.
