Dark Funnel. Hitting Deep Psychological Buttons and The Crumbling Cookies

I watched a couple of health and fitness videos on Insta, and now I’m bombarded with a gazillion of them.

I landed on a short video clip where a health expert talks about the incredible benefits of hydration.

How just staying hydrated can do so many good things for our body and mind.

So I’m thinking, I need to drink more water.

Guess what happens next?

I started noticing a few fit people while walking out, at the gym, and in my office...

And I spotted several of them with the same kind of bottle.

This bottle is sleek, has bold, unique colors, and it looks kinda cool.

And just like that, I was convinced it was the perfect buy.

I hadn’t clicked on any ads, didn’t search for reviews—yet somehow, I was already sold.

This got me thinking about all the unseen ways we’re influenced every day.

So I thought, why not write about it in edition #22 of the Vik's M.I.X (Marketing Insights Exchange) newsletter?

And that’s what today’s newsletter is all about—those hidden forces like the dark funnel and the power of brand personality.

Then we’ll dive into why these hidden forces will play a huge role, especially in the cookie-less era.

Here’s what we are gonna cover.

• Dark Funnel
• Hitting deep psychological buttons
• Crumbling Cookies?

Let’s dive in!

Dark Funnel

Ever feel like your marketing efforts are working, but you have no clue why??

That’s the magic (or frustration) of the "dark funnel."?

It’s where buyers make key decisions based on interactions you can’t track—leaving you wondering what just happened.?

With privacy regulations tightening and people finding creative ways to avoid being tracked, traditional marketing metrics are starting to feel... well, outdated.?

So, how do you navigate this hidden buyer journey without going in circles? Let’s dive in and explore.

What is the Dark Funnel?

Picture this: A potential buyer stumbles on your service, not through an ad, but because they:

Read about your company in a random subreddit.

Watched a webinar their friend casually shared with them.

Saw you pop up on LinkedIn, then liked a post but didn’t engage.

Got a glowing recommendation in a private Facebook group they’re a part of.

All these little moments—none of which show up in your analytics dashboard—shape whether that person becomes your next customer.?

The dark funnel is the collection of all these sneaky, untrackable touchpoints, and it plays a huge role in how decisions are made.?

So, while your tracking tools may be in the dark, your customers are connecting the dots in their own way.

Navigating the Dark Funnel Without Losing Your Way

If you’re thinking, "How do I work with what I can’t see?" don’t worry. You’ve got options, and they’re simpler than you might think.

1. Just Ask: Self-Reported Attribution Ever thought about just asking your customers where they found you? It’s old-school but effective. Add a “Where did you hear about us?” question in your forms and watch as you get gold nuggets of insights from the source itself.

2. Social Listening: The Digital Eavesdrop Sometimes it pays to be a fly on the wall. Social listening tools let you tune into conversations happening about your brand all over the internet. What are people really saying about you? What are their pain points? You won’t find this info in your usual data sets, but it’s incredibly valuable.

3. Be the Expert: Content Marketing & Thought Leadership Show them you know your stuff. Create blog posts, webinars, or articles that tackle real problems in your industry. You’re not just selling; you’re educating. That’s how you become the trusted go-to resource in your field. People may not buy from you today, but they’ll remember you when they’re ready.

4. PR Wins Trust Public relations can do wonders for your visibility. It’s not just about getting your name out there; it’s about where and how people see your name. A feature in a trusted publication or a guest spot on a popular podcast can make you look like a million bucks—without you lifting a finger.

5. Stay in Their Heads: Consistent Engagement Once someone’s shown even the slightest interest, don’t disappear! Keep showing up with helpful social posts or valuable emails. The trick is staying on their radar until they’re ready to say, “Yep, let’s do this.”

Here are some real-world wins

Look at Cognism, a B2B data provider. Instead of going straight for the sale, they build awareness through educational content and video ads.?

By offering value upfront, they position themselves as the company you want to know—before you’re even in buying mode.

Then there’s HubSpot, a giant in the marketing world. They don’t just sell software—they’re out there having conversations.?

By actively engaging in forums and social media discussions, they’re forming connections with potential customers well before those leads ever hit the sales funnel.

The dark funnel isn’t something to fear—it’s something to embrace.?

By focusing on real human interactions and using tools that help you understand untrackable moments, you can align your marketing efforts with the real buyer journey.?

You might not be able to see every step they take, but by being present and building trust, you’ll turn those invisible moments into very real wins.?

So, next time you wonder where a sale came from, remember: What’s hidden can sometimes be your strongest asset.

Hitting deep psychological buttons

Why do we really care about brand personality??

Sure, it’s about trust, credibility, and standing out.?

But that’s just scratching the surface.?

Want to know what’s really happening inside our minds when we connect with a brand? Let’s dig in.

It’s All About Identity

Ever wonder why some people wear Nike while others are all about Adidas??

It’s not just about the shoes. It’s about who they want to be. Humans are wired to find meaning in what we use, what we wear, and even what we buy.?

When we pick a brand, we’re telling the world—and ourselves—who we are. Or better yet, who we want to be.

Think about Apple. You’re not just buying tech. You’re buying innovation, creativity, and the feeling of being part of a cutting-edge tribe.?

That’s why Apple lovers are so loyal—they don’t just like the product; they identify with it.

Familiarity Feels Safe

Now, let’s talk about something people don’t always get: familiarity.?

You know that warm, comforting feeling you get when something just feels... right??

That’s the psychological pull of familiarity at work. It’s why we keep coming back to brands we know.

Coca-Cola nails this. The taste, the red can, the jingle—it’s all familiar, like an old friend.?

We’re drawn to what we know because it feels safe. We trust it. It’s reliable. And in a world full of uncertainty, that trust is gold.

Emotional Triggers You Don’t Even See

Now, here’s where it gets even more interesting. Brand personality isn’t just about logic; it’s about emotions, most of which we don’t even realize are at play.?

Take luxury brands like Rolex or Chanel. People don’t just wear them to tell time or smell nice.?

These brands tap into deep, almost primal desires—status, power, and the need to belong to an exclusive circle.

When someone puts on a Rolex, they’re not just wearing a watch—they’re feeling superior, even if they don’t say it out loud.?

That’s the psychological trigger in action, firing off feelings of control and dominance.

The Real Connection

So, the next time you think about brand personality, remember this: it’s not just about being clever or cool.?

It’s about hitting deep psychological buttons—identity, trust, and power. That’s why we don’t just buy a product. We buy into the feeling that the product gives us.

Want your brand to stick? Make them feel something. And not just on the surface—deep down.?

Because at the end of the day, it’s the emotional connection that turns customers into loyal fans.

Crumbling Cookies

You’ve probably heard the news: third-party cookies are on their way out.?

But what does that really mean for businesses??

More importantly, how are you going to adapt??

If you rely on tracking customers across the web to target ads or gather insights, you might be wondering, "What now?"

Let’s get one thing straight—losing cookies isn’t the apocalypse for marketers.?

Sure, it’s a big shift. But it’s also a big chance to rethink how you connect with people.?

Cookies let you track users anonymously across different sites, but were they really building trust? Nope. They were just a shortcut.

Now, with privacy laws tightening, people are more protective of their data. They want to know who’s using it and why. This is where you can step in and do better.

So, what’s the alternative??

First-party data. This is the stuff you collect directly from your customers.?

Think emails they give you, the preferences they share, or how they interact with your content. It’s more accurate and meaningful because it’s direct—and they’ve willingly shared it with you.

How do you get them to do that? Simple. You build trust. You offer something valuable in exchange.?

Maybe it’s exclusive content, personalized offers, or a better experience. When customers feel like they’re getting value, they’ll be more than happy to share their data.

What Companies Need to Do

The real key to thriving in the cookie-less era? Consent-based marketing. People need to say, “Yes, I trust you with my data.” To earn that yes, companies will have to be more transparent. No more hidden terms or sneaky tracking.

You'll also need to get creative with engagement.?

Think email campaigns that aren’t just salesy but packed with value. Or interactive content like quizzes or exclusive webinars.?

And don’t forget to invest in tech that helps you manage all this data effectively.

That is it and I’m ending it with the same rituals.

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