The Airlock of Marketing

Roxanne Jones: I think if you were the brand that makes the consumer problem aware, they stay in your funnel. If the consumer becomes problem aware before being exposed to you, you risk them now bouncing around funnels. At any point, did you go look at those alternatives or did you just stay inside of the remarkable two's funnel? "I didn't even look at other competition because I was already so far down that path," she says.

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