http://blog.joelrubinson.net/2009/11/are-we-starting-at-the-wrong-end-of-the-marketing-funnel/ ARF Chief Research Officer Joel Rubinson's Blog Wed, 28 Jul 2010 03:01:39 -0400 http://wordpress.org/?v=abc hourly 1 http://blog.joelrubinson.net/2009/11/are-we-starting-at-the-wrong-end-of-the-marketing-funnel/comment-page-1/#comment-1172 De verkeerde kant van de trechter « POPAI Benelux Nieuws Thu, 12 Nov 2009 10:58:10 +0000 http://blog.joelrubinson.net/?p=214#comment-1172 [...] The Advertising Research Foundation is een grote onafhankelijke stichting die onderzoek doet naar de effectiviteit van allerlei vormen van reclame en marketing. Joel Rubinson is het hoofd onderzoek aldaar, en hij heeft zich op zijn weblog al vaker warm pleitbezorger getoond van shopper-gecentreerd-denken (1) (2). Zo ook weer vandaag. Rubinson vraagt zich af of veel marketing-inspanningen niet aan de verkeerde kant van de trechter beginnen. [...] [...] The Advertising Research Foundation is een grote onafhankelijke stichting die onderzoek doet naar de effectiviteit van allerlei vormen van reclame en marketing. Joel Rubinson is het hoofd onderzoek aldaar, en hij heeft zich op zijn weblog al vaker warm pleitbezorger getoond van shopper-gecentreerd-denken (1) (2). Zo ook weer vandaag. Rubinson vraagt zich af of veel marketing-inspanningen niet aan de verkeerde kant van de trechter beginnen. [...]

]]> http://blog.joelrubinson.net/2009/11/are-we-starting-at-the-wrong-end-of-the-marketing-funnel/comment-page-1/#comment-1164 Scott Mitchell Wed, 11 Nov 2009 22:56:14 +0000 http://blog.joelrubinson.net/?p=214#comment-1164 Totally agree. Having rolled out path to purchase globally for Nestle over 4 years (2001-2005) many big companies (like Nestle) have systemic and cultural barriers to one team one plan with consumer and shopper at centre of planning. "Product back" is a fundamental business principle from when retail began (medieval times and before). Today, smaller operators without FMCG budgets are forced to do this but if they engage media/ creative agencies they are quickly poisoned by the agencies blinkered thinking where the line (ATL/BTL) is their first point of reference not the consumer/ shopper. It is changing but most big agencies still can't get it that's why they buy up smaller, nimble, smart shops. Measuring and influencing behaviour is the key means to the end and winning more purchase and consumption occasions. After all that is the virtuous business cycle... Totally agree. Having rolled out path to purchase globally for Nestle over 4 years (2001-2005) many big companies (like Nestle) have systemic and cultural barriers to one team one plan with consumer and shopper at centre of planning. “Product back” is a fundamental business principle from when retail began (medieval times and before). Today, smaller operators without FMCG budgets are forced to do this but if they engage media/ creative agencies they are quickly poisoned by the agencies blinkered thinking where the line (ATL/BTL) is their first point of reference not the consumer/ shopper. It is changing but most big agencies still can’t get it that’s why they buy up smaller, nimble, smart shops. Measuring and influencing behaviour is the key means to the end and winning more purchase and consumption occasions. After all that is the virtuous business cycle…

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