‘Funnel juggling’ is the answer to marketing effectiveness

How has this long, strange period of Covid-induced change been for you? It’s been an odd one for me. I spent the first few months of 2020 doing what I have done for over a decade: getting on planes for 10-day jaunts working for brands and the people that manage them.

The first few days of March ended up being my final week of that ‘normality’. I flew to London, Tallinn, Oslo and then Reykjavik, and then circled back via clients in Brisbane and Sydney. I landed back home, watched the travel ban coalesce all around me, and have not been on a plane since.

All that flying was obviously very labour-intensive. But being in a client’s office, having a beer with them in the evening, seeing them in their natural habitat, always added so many extra levels of insight. If I could put a number on it I would tell you that about 50% of the consulting job happened in the allocated sessions in HQ and the other half in cars, bars and around the back of a restaurant smoking cigarettes in the snow.

Lees deze column van Mark Ritson op Marketingweek