Episode 251
Exposed The Biggest Marketing Lie of All Time
Here's a lie you currently believe: "It takes 7 touches to make a sale." The "rule of 7" is from a study done in the 1930s! Why on earth are we citing 100-year-old data?
Show notes
Here's a lie you currently believe: "It takes 7 touches to make a sale." The "rule of 7" is from a study done in the 1930s! Why on earth are we citing 100-year-old data?
So, how many touchpoints do you think it really takes? The answer (obviously) varies on the complexity and importance of a purchase. According to Google, it takes 20 touchpoints to sell a candy bar and more than 500 to sell a flight. Where do you think your product/service lands based on that window?
Overwhelmed? It gets worse. The average fashion shopper views 32 pages in a single session before making a purchase. From an attribution perspective, that still only counts as one "touch."This means we need marketing campaigns built to support multi-touch and multi-page engagements. This is one of the reasons we hate squeeze pages for anything, but impulse buys and massive value opt-ins. You can't send an educated consumer to a squeeze page 500 times without annoying them.
You need three things for a strong multi-touch approach, and Kasim shares them in this episode.
Sources:
Localogy: https://www.localogy.com/2019/02/goog...
Marketing Rule of 7's: https://www.marketingillumination.com...
19 New Ecommerce Statistics You Need to Know in 2023: https://www.drip.com/blog/e-commerce-...
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