Or: Why Should I Care About Marketing Funnels?
If you’ve been paying any attention to social media in the past few years, you will have seen the huge growth of viral awareness campaigns. These were typically started by non-profits and other organizations that require donations to continue functioning. One of the most popular and effective campaigns was the ice bucket challenge that was created by the ALS association.
Awareness campaigns like this are based on a few key assumptions. The first is that people will share information about an issue once they find out about it. The second is that if people know about an important cause or issue, they are more likely to do something about it. The third is that once they want to do something, there is a good chance that they will donate or make some other kind of contribution towards the goals outlined in the campaign.
One of the challenges with these campaigns is that the assumptions aren’t necessarily accurate. Reports on the ice bucket challenge found that (in the UK) only 10% of people who actively participated donated towards the cause. So why did so few who were actively involved not follow through and donate?Read More