Let Them Eat Funnel

moneyfunnel Corporate marketers have a problem. Tracking people’s behaviors is easier and richer when the targets reveal themselves on their home computers than when they are using their “mobile devices.” There are, of course, plenty of dollars and labor being thrown at solving this problem, and a solution will undoubtedly be found.

All quite predictable and normal.

While brushing up on this topic, I did, however, find this lovely little passage from the “Results” page at the Tapad agency, which is one of the vendors groping toward making “mobile devices” equal to desktop appliances in their surveillance capacities.

Challenge
Drive new customers into the purchase funnel by delivering efficient app installations
Retarget both site visitors and app installers to progress users through the funnel ultimately generating sales

Solution
Leverage Tapad’s unique cross-platform audience targeting solutions to focus impression delivery on consumer profiles most likely to engage with campaign messaging.

More evidence that “consumers,” despite the supposed liberation inherent in that insult, are merely so many “profiles” to be reorganized for overclass benefit.

When I hear the word “consumer” — from anybody — I reach for my revolver.