{"id":8725,"date":"2019-03-05T10:18:14","date_gmt":"2019-03-05T09:18:14","guid":{"rendered":"http:\/\/staging1787817111.mickyweis.comhar-vi-totalt-misforstaaet-markedsfoering\/"},"modified":"2025-08-07T19:54:28","modified_gmt":"2025-08-07T17:54:28","slug":"marketing-future","status":"publish","type":"post","link":"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-future\/","title":{"rendered":"Have we completely misunderstood marketing?"},"content":{"rendered":"<p><strong>Have we misunderstood marketing?<\/strong><\/p>\n<p>My belief is that we\u2019ve wandered into a world of trendy <a href=\"http:\/\/staging1787817111.mickyweis.comen\/digital-dictionary\/\">marketing jargon,<\/a> forgetting that, at its core, marketing is about people and psychology.<\/p>\n<p>In my view, the psychological aspect plays a crucial role in marketing. For me, it\u2019s about convincing people that my brand, product, or service is worth their time, money, and even affection.<\/p>\n<p>In other words, I think we need to zoom out and ask ourselves: what is marketing really about? My answer is: storytelling.<\/p>\n<p>And no, I don\u2019t mean storytelling as just another word for branding. I mean it from the heart.<\/p>\n<p>I hope you\u2019ll take the next 10 minutes to read this post. It might be the one that changes your entire approach to marketing over the next 6\u201312 months.<\/p>\n<p>Curious? Then I recommend reading these books, as they support the ideas I\u2019m presenting here:<\/p>\n<ul>\n<li>Viral Loop<\/li>\n<li>Contagious<\/li>\n<\/ul>\n<div class=\"mw-box\">\n<p>Let\u2019s dive in.<\/p>\n<blockquote><p><strong>Every person is in a unique situation<\/strong><\/p><\/blockquote>\n<p>Our job is to deliver content that fits an individual&#8217;s demographics and the stage they are currently in. That way, we support our product, service, or offering.<\/p>\n<p>Different life stages and different people require different content.<\/p>\n<p>The brain is better at decoding images than words and sentences, so let me show you the illustration I work from when dealing with various companies.<\/p>\n<p>This illustration is one I often use in relation to e-commerce.<\/p>\n<\/div>\n<p><a href=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2018\/06\/funnel-png-1.png\"><img decoding=\"async\" class=\"alignnone wp-image-5710 size-large\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/funnel-png-1-1024x1024-1-1024x1024.png\" alt=\"Online Markedsf\u00f8ring Tabel\" width=\"1024\" height=\"1024\" \/><\/a><\/p>\n<p><strong>Isn\u2019t that just a sales funnel?<\/strong><\/p>\n<p>No, it\u2019s not a traditional sales funnel. It would be if all content at every level were the same, but it\u2019s not. I genuinely want to educate and explain my project to customers, so let\u2019s call it an education funnel instead.<\/p>\n<p>We need to stop thinking that people will buy just because they click our ads. That\u2019s simply not how it works \u2014 it\u2019s an illusion. Unfortunately, many believe this illusion and stop advertising when they don\u2019t see immediate sales.<\/p>\n<p>The idea behind this illustration is to understand that you need different content for each level of the funnel because people are at different life stages. Therefore, they have different relationships to \u2014 or perceptions of \u2014 your product or service.<\/p>\n<p>Let me simplify things by explaining each stage.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-future\/#The_Facebook_funnel\" >The Facebook funnel<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-future\/#Top_funnel\" >Top funnel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-future\/#Mid_funnel\" >Mid funnel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-future\/#Lower_funnel\" >Lower funnel<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-future\/#Retention\" >Retention<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-future\/#Follow-up\" >Follow-up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-future\/#Nurturing_winback\" >Nurturing \/ winback<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-future\/#Is_it_that_easy\" >Is it that easy?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Facebook_funnel\"><\/span><strong>The Facebook funnel<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When I work with <a href=\"http:\/\/staging1787817111.mickyweis.comen\/facebook-ads\/\">Facebook advertisin<\/a>g, I use a very simple funnel consisting of different stages. What\u2019s interesting about Facebook is that its many targeting options allow us to reach people based on their life stage.<\/p>\n<p>Assuming we\u2019re dealing with an e-commerce shop, the funnel might look like this:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Top_funnel\"><\/span>Top funnel<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Audience:<\/strong> <strong>People who don\u2019t know you yet.<\/strong><\/p>\n<ul>\n<li>Lookalike audiences based on previous customers.<\/li>\n<li>Broad audiences based on demographics and geography (e.g. from Google Analytics).<\/li>\n<li>Interest-based audiences (e.g. fashion, cooking \u2014 depending on your product).<\/li>\n<\/ul>\n<p><strong>Content examples:<\/strong><\/p>\n<ul>\n<li>Values: why should people choose your service, product, or brand?<\/li>\n<li>Inspiration: why should I like what you\u2019re doing?<\/li>\n<li><a href=\"http:\/\/staging1787817111.mickyweis.comen\/social-proof\/\">Social proof:<\/a> if others like your product or service, maybe I will too.<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"Mid_funnel\"><\/span>Mid funnel<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Audience:<\/strong> <strong>People on the periphery \u2014 who might know you.<\/strong><\/p>\n<ul>\n<li>Fans of your Facebook page<\/li>\n<li>People who\u2019ve interacted with you on Instagram or Facebook<\/li>\n<li>Email subscribers who haven\u2019t purchased<\/li>\n<li>Visitors who only checked your homepage<\/li>\n<\/ul>\n<p><strong>Content examples:<\/strong><\/p>\n<ul>\n<li>Values: why should people choose your service, product, or brand?<\/li>\n<li>Inspiration: why should I like what you\u2019re doing?<\/li>\n<li>Social proof: if others like your product or service, maybe I will too.<\/li>\n<\/ul>\n<p>These middle audiences still need more information before entering the lower funnel. They may require the same types of messages, but shown using different formats.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Lower_funnel\"><\/span>Lower funnel<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Audience:<\/strong> <strong>People who know you and have visited your website.<\/strong><\/p>\n<ul>\n<li>Website visitors<\/li>\n<li>Returning customers<\/li>\n<li>Email subscribers who\u2019ve purchased<\/li>\n<li>People who\u2019ve viewed your latest content<\/li>\n<\/ul>\n<p><strong>Content examples:<\/strong><\/p>\n<ul>\n<li>Product-focused posts: I know you, but do I trust you enough to buy?<\/li>\n<li>Core USPs: did you know we offer free shipping?<\/li>\n<li>New arrivals: have you seen our latest styles?<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Retention\"><\/span>Retention<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Audience:<\/strong> People who\u2019ve bought from you before (possibly a while ago or frequently).<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Follow-up\"><\/span>Follow-up<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>What are you actually doing for your loyal customers?<\/p>\n<p>These are your best ambassadors \u2014 and yet most businesses only offer their best deals to new customers. Just look at the fitness industry.<\/p>\n<p>What\u2019s the logic in that?<\/p>\n<p>The people who buy from you regularly should always be top of mind.<\/p>\n<p>They could become your greatest advocates.<\/p>\n<p><strong>Content examples:<\/strong><\/p>\n<ul>\n<li><a href=\"http:\/\/staging1787817111.mickyweis.comen\/e-mail-marketing-guide\/\">Email<\/a> flow with value-based messaging and a thank-you note from the company\u2019s founder to add a personal touch<\/li>\n<li>Facebook ads shown 2\u20133 days after purchase with videos saying \u201cthank you for your order\u201d and showing the packing process (especially for e-commerce) \u2014 this is an excellent idea. It proves you\u2019re not just a machine; you care about the customer.<\/li>\n<\/ul>\n<p><strong>What else can they expect?<\/strong><\/p>\n<p>Imagine owning a clothing store \u2014 what feeling do you want customers to leave with? That\u2019s exactly the feeling you should aim to create when someone buys from your website.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Nurturing_winback\"><\/span>Nurturing \/ winback<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>What about those who\u2019ve purchased before \u2014 have you forgotten them? They\u2019ve probably forgotten you.<\/p>\n<p>We live in a complex age. We consume more information than ever, and new things constantly compete for our attention.<\/p>\n<p>That\u2019s why people forget you and your brand \u2014 but you can win them back by sharing your story, your values, and a sense of care.<\/p>\n<p>We\u2019re drowning in CPA metrics and boring analytics, and we often take for granted that it\u2019s all about selling stories.<\/p>\n<p><strong>Ask yourself:<\/strong> what kind of content does each person deserve through each specific channel?<\/p>\n<p>It\u2019s no coincidence that many large companies invest heavily in audience research and segment-specific targeting.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Is_it_that_easy\"><\/span>Is it that easy?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>No. We&#8217;re seeing a general increase in the cost of paid advertising, which has its downsides. Andrew Chen, growth hacker at Uber, makes several great points about paid marketing.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">1\/ Addiction to paid ads is bad. The Paid Marketing Shark Fin happens when CAC goes up over time, causing unprofitability, which then drives budget cuts, slower growth, and more cuts. More here: <a href=\"https:\/\/t.co\/0Mlavumihw\">https:\/\/t.co\/0Mlavumihw<\/a><\/p>\n<p>&mdash; andrew chen (@andrewchen) <a href=\"https:\/\/x.com\/andrewchen\/status\/994306190766170113?ref_src=twsrc%5Etfw\">May 9, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.x.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>If we want to win that game, we have to think differently.<\/p>\n<p>I\u2019m thinking here about major players like Wish, Amazon, Alibaba, ASOS, and Zalando \u2014 just to name a few.<\/p>\n<p>Marketing is no longer one-to-one \u2014 if it ever was.<\/p>\n<p>Today, marketing is about orchestration across multiple channels. It\u2019s about the story you tell your potential customers and the universe you invite them into.<\/p>\n<p>What story or feeling can your customers repeat about your brand, product, or service?<\/p>\n<p>Or are you just running an average business that competes on price alone?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Have we misunderstood marketing? My belief is that we\u2019ve wandered into a world of trendy marketing jargon, forgetting that, at its core, marketing is about people\u2026<\/p>\n","protected":false},"author":2,"featured_media":5500,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[78,108,79],"tags":[],"series":[],"class_list":["post-8725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth-hacking","category-marketing","category-online-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Have we been doing marketing all wrong?<\/title>\n<meta name=\"description\" content=\"I believe we\u2019ve become so caught up in trendy marketing jargon that we\u2019ve forgotten the truth: marketing is about people and psychology.\" \/>\n<meta name=\"robots\" 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