In every part of the marketing industry – from creative agencies to strategy consultants – the traditional business model was to make money on the execution while doing the most valuable bits for free. Now that model has fallen apart.
Like Cabbage Patch Kids, the Rubik’s Cube and the Tamagotchi, Pokémon Go is a fad destined to burn out quickly, but that doesn’t stop clueless marketers abandoning their brand positioning in favour of luring any teenage boy with a smartphone.
Reports of the death of the sales funnel are greatly exaggerated. Consumers might be bombarded by media and marketing from all angles, but marketers must still understand how to influence their journeys towards a purchase.
If you buy the idea of millennials, then you must, by definition, reject the concept of proper segmentation and of consumers holding different perceptions and experiences – millennials are essentially the same.