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The Internet and other new technologies have given a voice to consumers. In the current purchase funnel what they say and do matters, creating a more complex context where earned media plays a major role.
Marketing and communication officers have lost influence in this new context. Nowadays, consumers worry about the quality of the product as much as about the values of the brands they are relating to. Thus, to better understand the needs of the stakeholders and be able to better respond to them, companies need to start a dialogue with the society in the different channels available. Consequently, earned media is at the center of the scene and playing a major role in all the stages of the purchase funnel. In this sense, new technology applications and Big Data can be very helpful for companies willing to learn about their stakeholders’ needs and successfully launch a new product or service.
The purchase funnel, as we knew it, has been completely transformed. The article,developed by Acceso and Corporate Excellence – Centre for Reputation Leadership, is focus on the last changes in this field.
