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4 essentiële tips voor full funnel marketing

Gerd De Kee, Expert Strategy & Branding
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In een vorig artikel stelden we “full funnel” marketing voor als antwoord op veranderend shopper-gedrag en als oplossing voor de discussie tussen brand building en performance marketing. Een “Full funnel”-marketingstrategie is niet zomaar een campagnestrategie of een one-shot aanpak. Het is een fundamentele wijziging in hoe marketing werkt en hoe marketingafdelingen best gestructureerd worden. De contouren van een “full funnel”-marketingstrategie verschillen uiteraard tussen merken, bedrijven en marketeers. Toch kunnen volgens McKinsey 4 essentiële, gemeenschappelijke elementen geïdentificeerd worden, ongeacht of u een nieuw product of dienstenpakket lanceert, een nieuw merk wil bouwen of simpelweg meer sales wil genereren.

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