From the course: Marketing Foundations: The Marketing Funnel

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The truth about this path

The truth about this path

From the course: Marketing Foundations: The Marketing Funnel

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The truth about this path

- Marketing education is full of disclaimers, and it's because nothing is really as straightforward as it seems in discussion. As you've come to learn, the funnel we're discussing is meant to simplify a rather complicated concept. When you really think about it, you can find thousands of exceptions to the rules of the funnel. We like to believe there's a clear hand-off from stage to stage, yet some consumers are impulsive. They move through the stages of the funnel at an unbelievable pace, little regard for our messaging. Others can be loyal advocates for products they don't own. They've just skipped the action stage altogether. And on that same note, others can be detractors for a product they know nothing about, simply because they don't want other people to have the opportunity to own it. The path a customer takes through your funnel could be a loop, a spiral, a zigzag, and so on. They can dart in and out of your…

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