netactr

Mich Mathews, Microsoft marketing SVP, spoke at the Microsoft Marketing Symposium to a crowd of some thousands. One of her comments was a bit personal (keep reading). She spoke of the traditional marketing funnel of awareness going to trial going to repeat purchases and how there used to be a long lag between the time people became knowledgeable of a brand (awareness), actually tried a physical tube of tooth paste in the store (trial) or even came back for more purchases (repeat). Today the first lag has been in some cases reduced to 5-10 seconds. People see a WaMu display ad and click on it, initiating a trial right away. This begs the question if the ACTR framework is still relevant. We are entering difficult times, I say. The good news is that with all this new technology the barriers for experimentation with new marketing approaches are becoming lower and lower. We will always have Paris.