A new kind of funnel

Earlier this week ThinkNewsBrands released their latest industry report titled “Mighty power for mighty sales”. The report reaffirmed Total News being an indispensable tool for brand building and an incredibly reliable channel for driving sales at the bottom of the funnel.

The sales funnel has been amongst the most useful tools for marketers. It not only describes the consumer journey from awareness through to consideration and conversion, it also offers media planners a system to organise their thinking, helping to easily describe the roles of media channels as they relate to that journey. It informs creative around the message and kind of formats to be employed (long, short, big, small). It aids in implementing measurement frameworks to determine whether or not our campaigns are working. That it has been in use since the late 19th century tells us firstly that its structure is enduring and correct, and secondly that people don’t really change.