All About the New Digital Marketing Funnel

The traditional marketing funnel model was formulated in 1898 by E. St. Elmo Lewis, an American grandfather of advertising.  This model described the consumer’s purchasing path as a linear process including the steps awareness, interest, desire, and action (AIDA).  Not surprisingly this model is outdated in today’s digital marketplace and does not resonate with today’s non-linear consumer.

The traditional funnel has been expanded and places emphasis on customer retention.  Potential customers are no longer bound by the limited information offered by print and television advertising and can enter the funnel at any phase of the funnel.  Not only has the consumer’s purchasing path been broadened, but so has the marketing professional’s opportunity for customer engagement.  With proper data insights, we now have better access to customer needs throughout their purchasing journey.

Today, the funnel incorporates the traditional funnel and is expanded including the following steps:

• Exposure
• Discovery
• Consideration
• Conversion
• Customer Relationship
• Customer Retention/Loyalty
• Brand Advocacy

Exposure (Awareness)

Consumers enter the funnel after viewing and clicking on online advertisements, watching short videos, etc. Aim to attract your target market using social media and search engine optimization (SEO).

Discovery (Interest)

Consumers begin to learn more about products or services conducting online research and studying associated information. Ensure that lead magnets are available for this more defined category of a potential consumer.

Consideration (Desire)

The consumer begins to weigh their options; does this product or service meet their needs? Here it is helpful to offer incentives such as product samples or promotional savings codes.

Conversion (Action)

During this phase, the consumer decides to purchase the product and has transitioned to customer status. It is important that the customer knows that they have entered into a professional relationship with your company.

Customer Relationship

This phase of the new funnel is pivotal in forming repeat customers.  Here the marketing professional provides ongoing customer service in the form of product support and continued communication.  It is important to monitor customer satisfaction using ongoing communication.

Customer Retention/Loyalty

Acquiring new customers is painstaking and expensive.  In this phase, aim to keep your existing customers offering incentives and asking for participation in customer FAQ’s (think Amazon’s Q & A boards for products).

Brand Advocacy

Positive word of mouth is still the gold mine of marketing. If consumer needs have been met during the previous stages of the funnel and the customer is willing to act as a brand advocate, acknowledge this behavior accordingly.

It is important to align marketing strategy with today’s consumers, recognizing that they have as much influence in the purchasing process as the salesperson does.  The funnel model is a flexible guideline, and potential consumers can enter or leave it at will.  Workspace Digital can help you formulate an effective digital marketing plan throughout all phases of the funnel using integrated solutions and technology plans.