"The Funnel is Dead" Making Non-Linear Marketing Work in 2020

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February 18, 2020 | By RGR Marketing Blog

Thinking Outside the Marketing Funnel

No one really enjoys being sold anything these days. Further, they especially don’t like being marketed to—at least not in the traditional sense, anyway. Marketing that comes as an interruption of the media content that people are trying to enjoy, or as an interruption to the business of their day, is generally frowned upon by consumers.

Traditional, linear marketing relies on a direct model for generating interest in a product or service. It’s all about leading the buyer through a journey that leads into a funnel or pipeline. What many companies are finding is that an indirect, non-linear approach to marketing that doesn’t rely on interrupting lives so much as it is woven into them, is actually getting them better results. Here’s what you can do about it.

Non-Linear vs. Linear Marketing

The primary difference between linear and non-linear marketing is in approach. Linear marketing, by nature is brand-oriented and disruptive. It is centered on the needs of the brand, and how those needs are met by getting the consumer into the brand’s sales funnel.

Non-linear marketing, by contrast, is centered on the needs of the consumer and seeks to weave the brand – and how it can meet some or all of those consumer needs – into the web of the consumer’s life.

How Non-Linear Marketing Works

The non-linear approach to marketing a brand relies on multiple narratives around the brand operating on multiple channels and through multiple means of engagement in a consumer’s life.

Effective non-linear marketing is a comprehensive strategy that involves the entire brand in the life of the consumer, and the consumer in the life of the brand. It is social, interactive, and relationship-based. It is not, in other words, a campaign. It is part of both the brand and its consumers’ lives.

What’s So Great About Non-Linear Marketing?

Non-linear marketing, by nature, is much gentler and provides consumers with brand buy-in through interaction. Research is showing that this increases customer-reported brand satisfaction and loyalty, while also driving word of mouth advertising on social platforms.

It’s also harder to measure real-world interactions between consumers. Customer dissatisfaction with more intrusive, traditional marketing methods is evidenced in growing ad-avoidant behavior, particularly in younger buyers.

What About ROI?

One of the benefits of traditional marketing – especially now that so much of it is digital – is that it is much easier to measure its impact in terms of clicks or impressions. It is considerably more challenging to measure the impact of the non-linear marketing approach.

This can make it a tough sell within some companies and industries, especially those that have traditionally relied heavily on linear, or disruptive marketing practices. But, while measuring the ROI of nonlinear marketing may be challenging, the value of interactive, relationship based marketing approaches has not been lost on big brands like Starbucks, Coca-Cola, Apple, and AirBnB.

Relationships Instead of Transactions: The Power of the Non-Linear Approach

In the end, it all comes down to consumer preference. Yes, linear approaches to marketing will persist as long as there are media sales departments pushing ad buys on brands that can afford them. Consumers’ lives will continue to be interrupted and many will still opt into the funnels being presented, even as increasing numbers opt out.

For savvy marketers in 2020, those looking to create and maintain a relationship with their consumers, the non-linear approach is worth the investment.

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Thinking Outside the Marketing Funnel

Non-Linear vs. Linear Marketing

How Non-Linear Marketing Works

What’s So Great About Non-Linear Marketing?

What About ROI?

Relationships Instead of Transactions: The Power of the Non-Linear Approach

Start making more
money today!

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Thinking Outside the Marketing Funnel

Non-Linear vs. Linear Marketing

How Non-Linear Marketing Works

What’s So Great About Non-Linear Marketing?

What About ROI?

Relationships Instead of Transactions: The Power of the Non-Linear Approach

Start making more money today!

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