"...If you’ve worked in or studied marketing, you’re probably thinking back to Philip Kotler and the Marketing Funnel. The funnel is how most of us were taught to think about our customers’ journeys.
Most of us agree that in a world of four screens and constant digital content proliferation, the funnel is busted -- yet, we still plan media against it in the same way we always have. We start big and broad with traditional media like TV, print and out-of-home, using them to fill the top of our funnels. Then, we focus on capturing interest through more active and intent-based media like search or online video. And, finally, we utilize immersive experiences like our website or store to get to the consumers who actually matter -- the Waldos who will consider and ultimately choose our brand. We prioritize reach to get to engagement..."