When I first entered the entertainment industry – specifically, the television business – I was introduced to the concept that programming was just the fluff between the commercials. The financial model was relatively simple: Make programs that people want to see, then pay for them with commercials that will hopefully entice those same people to purchase the items being advertised. You had a product, then exposed people to it via commercials, then people bought (or didn’t) buy the product.

But in reading this article from AdAge about the traditional “sales funnel” – and all you marketing folks will know that term – you might be inclined to agree with this:

“The sales funnel isn’t changing — it’s completely and utterly dead.”

But I’m not so sure. It is certainly in a state of flux, but the concept is still grounded in the scientific method. You create a model, test it, repeat it, and decide if the results are reliable. What I think we’re learning is that consumers have individual, but identifiable, traits and behaviors that help categorize their buying process. The author has one that is likely a result of his past experience with purchasing, and the ensuing sense of satisfaction he had with it. But I find that people have a “communication disposition” which reflects many aspects of their personality. If a person is uncomfortable with contemporaneous speaking, he/she may prefer a chat or email exchange. Some may prefer to use a big screen or small screen. Others may need to touch the product, or see it in action.

We are getting increasingly identified by our habits that reflect our comfort zone. This will be an important consideration in how marketers find and influence their target market. Exactly how is a work-in-progress.