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Reflections Paper: Flip the Funnel - Assignment Example

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Reflections Paper: Flip the Funnel

As a result of a fact acceptance of the single mode of connectivity which has developed on the lines of internet powered virtual platform in various corners of the world, the world has been transformed into a single connected global entity. This has increasingly paved the way for easy synchronization of various trends related to globalization that are emerging from the different corners of the world. It is important and utterly relevant to acknowledge that the new trends of globalization that are getting diffused and scattered in various parts of the world are paving the way for new business opportunities. Faced with fluctuating economic growth rates in the developed and advanced economies of the world, the multiple business organizations around the world are increasingly looking forward to the process of capitalizing on the new business opportunities that are emerging as a result of diffusion of globalization. Firms, irrespective of their geographical presence are increasingly concentrating on the process of entering into newer markets. While many barriers in regards to policy exist for entering into new markets, foreign firms are increasingly concentrating on the process of entering the markets of high growth through the formation of joint ventures and collaborations. It is important to highlight that whatever may be the method employed by the organization for the purpose of entering newer markets with high growth rates, the presence of multiple companies increasingly results in ascending the competition level of the particular market. Hence, to sustain in the market as well as develop a critical edge with regards to its competing rivals, it becomes critically important for organizations to effectively market their products and services. With the changing times and social values of the society, it becomes the role and responsibility of the marketers to continuously upgrade the methodology and tactics of marketing so as to continuously succeed in effectively delivering value to the consumers. While doing so, the marketers continuously keep on designing new tactics and strategies for value communication there by making the previously existing ones, quite backdated and invalid. Theory related to flipping the funnel In the traditional theories of marketing, a lot of importance is given to the frameworks and concepts like the marketing mix, segmentation, targeting and positioning, AIDA model etc. It has to be said that the marketing mix, which forms one of the founding pillars of the concepts related to traditional marketing talks and discusses about factors like product, place, promotion and price. The factor of product represented value creation, while place highlighted value distribution. Similarly, the factor of promotion talked about value communication, while prices discussed about value capture. The AIDA model, which often acted as a guiding light for the multiple variables and factors of the marketing mix, talked about the issues related to awareness, interest, desire and action. However, it has to be acknowledged that the traditional forms and tactics of marketing which have been followed over the decades has been developed in a time frame, when the technology was not a major point of influence in the lives of the masses. Today, the individuals and the society at large live a very digitally enabled and extremely technology ...Show more


Flip the tunnel Table of Contents Table of Contents 2 Introduction 3 Theory related to flipping the funnel 4 Merits 5 Application in the B2B context 6 Reference 7 Introduction The world of the 21st century is progressing at a rapid pace. It is doing so on the line of fast change and tremendous development…
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