The new battleground for audience engagement and awareness is owned media. By focusing on three areas—content, community and context—innovative brands create a gravitational field that pulls in customers and prospects.
Does the funnel still work in a digital, social, mobile age? The funnel and Customer Decision Journey aren’t going away, but the buying process is no longer linear. We need new models of customer engagement that allow us, as marketers, to enable and empower, not just persuade and promote.