Social media has transformed the traditional marketing funnel to a loop

Awareness is less important because attention is gained and lost more quickly in the exchange of links between factions in the mob and crowd;

Consideration is always only a click away across this more distributed customer journey (email, tweet, short message, OPA banner ad);

This enables acquisition to occur within any media, on any channel, much more quickly than ever before, and at the moment of emotional engagement;

Through the data captured in the consideration and acquisition process, the brand drives loyalty through recurring engagement across all of its touch points–from receipt to mobile to Facebook to website to in-store iconography. Separating digital and in-store channels is foolhardy, because they are both part of the same connected journey;

Brand advocates share links and messages to personal and brand content to expand the loop to new prospects within their respective affinity communities, allowing the loop to repeat and expand.

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