A funnel has a broad entrance and one exit. Today’s digital marketing experience relies on this one exit (for a sale) and yet much of marketing relies on a myriad of channels. It’s silly to think that you need to link each of these to just one funnel.
Mobile makes each channel an impulse funnel and therefore each channel needs to have the ability to frictionlessly take the sale right there.
Look at Coca-Cola. If Coke only had one funnel, the 2-liter bottle for example, how much would they sell?
I realize I am being liberal with the linkage of a 2-liter of Coke and a funnel but if you think about it for a moment the linkage is there.
This is where one may say “well, Coke is sold in grocery stores so Coke messages in all their channels to make sure you buy Coke when you’re in the store.”
True enough but Coke comes in many more forms than the 2-liter bottle and this is my point-when the impulse hits you Coke has the size of their product to satisfy your impulse to have a Coke right then and there.
Digital content these days flows like water to any exit it can find. In this same metaphor your brand’s digital presence flows to myriad channels by intent, yours and your fans/customers.
Each of these channels must then anticipate the mobile-fueled impulse to take action right then and there. The micro-moment of mobile has collapsed your funnel down to nothing.
The more steps you require and the more friction you maintain in your mobile channel is at every second a prima facie risk to the sale/engagement.
I’ll end this blog with some great examples of this.
If I want to chat with your brand about features and benefits and your brand uses Facebook Messenger for chat I first have to be in Facebook and then I have to search for your brand and then search for your Messenger instance.
Via my mobile phone this is a lot to ask. Why can’t you provide a direct connection to your chat?
An even better use case is a brand-driven inspiration from watching TV or video. My phone is in my hand in this moment of inspiration and yet your brand relies on SEO (purposely imprecise) or an 800 number (IVR anyone?) or a top-level-domain (once I get there, now where do I go?).
In this example the TV and my phone are the funnel-convert me right then and there instantly without aiming me at your SEO or 800 number or TLD funnel.
Dale Knoop leads a great team working to make TRE the global standard for micro-moment brand engagement. Using a simple numeric code any brand can present their TRE code in TV, video, video games or their product packaging and take their customers and brand fans to exactly what they want, exactly when they want it. No searching through results, no foraging around your website-just customer pleasing instant gratification. Oh yeah, and there’s real-time attribution and an ongoing brand immersion. Watch the TRE video on YouTube here.