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Explain It To Me Like I'm 5 - The Dark Funnel [60 second read]
Jeremy Ross Miller
I help businesses amplify word-of-mouth marketing through social media | DM me for free training
Welcome back to your weekly installment of?Explain It To Me Like I'm 5 - Marketing.?This is the third edition... so give me your thoughts.
My goal is simple. To provide a simplified summary of a marketing strategy, trend, or insight. Within 1-2 minutes of reading time.
The Dark Funnel - "Word-of-mouth in the digital era"
Since the advent of selling online, marketers have been lead into a false belief that they can accurately monitor the entire customer journey online.
The truth, though, is that much of the customer journey takes place in unsuspecting touchpoints and still offline. Instead, the buyer journey is circuitous with touchpoints that are not as obvious or easy to see.
Some of your most important touchpoints in a B2B & B2C buying journey don’t get measured by attribution software.
Communities, organic social, podcasts, advice from a peer in slack, word of mouth PR and events are all touchpoints which are usually overlooked because it's not measured.
None of these have an immediate, directly measurable ROI.
This is the dark funnel.?
I don't know who made this graphic. I've seen it circulated by many different people. But credit is deserved to the creator for it's an excellent visual for the dark funnel.
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Marketing Coordinator at Aalto University
2 年Great article Jeremy Ross Miller! This dark funnel graphic was created by Ravi Kumar from The F Company. Here's the original post: https://www.dhirubhai.net/posts/ravi-kumar-1b950226_we-tend-to-overly-rely-on-marketing-data-activity-6897077824889475072-7Ef2?utm_source=share&utm_medium=member_desktop ??
Demand Generation | GTM Strategist | Full Stack Marketer
3 年I don’t think we’ll ever be able to track the brand & offline implications of marketing the way we would like — the connection (and timeline) between a first touch & a conversion is not linear, and with the constant addition of new platforms to the sphere, it’s something we’ll have to continue to examine. We silo PR & Organic from Paid as well, so it’s tough to get a holistic perspective of your efforts when we aren’t tracking those KPIs. The impact from these channels differ as well, so it’s tough to look at it all from one lens without feeling like you’re missing something. I will say that with the right tech stack & attribution models in place, I’ve seen instances marketing reporting & sales reporting does correlate, but even then there’s still a lot of validation work that needs to be done. A problem worth fixing for sure.
Financial Planner Helping 30-50 year old Business Owners and Those With Equity Comp Build Wealth ??. Co-Founder at AllStreet Wealth. Head of Community at Wealth.com
3 年I love the name of this!
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3 年This is great stuff Jeremy Ross Miller!