In today's digital age, marketers must understand how to influence their customers' purchasing processes. But is the traditional marketing funnel still relevant? Or has our understanding of it evolved to reflect the complexities of the modern consumer journey? The traditional marketing funnel, also known as the “Attention, Interest, Desire and Action” or AIDA sales model, has been around for more than a century. It is divided into four categories that move from a large group of potential customers to a smaller, more specific group of buyers. However, due to the influence of digital technology, the customer journey no longer follows a linear route of predictable marketing tactics.
According to Salesforce research, 84% of consumers say it's very important to be treated like a person, not a number, when making purchasing decisions. This means that companies must identify their audience and understand their needs in order to effectively influence their purchasing process. In today's global and highly connected digital era, customers can enter at any stage of the funnel and from virtually anywhere in the world. Even with a strong desire to buy, marketers must still get customers to that point by answering their questions and moving them through the funnel.
The traditional funnel approach stops at the time of purchase and does not establish the stages after the customer's purchase that influence the repetition of the purchase and the recommendation. This is an important note, although it does not undermine the concept of a funnel. Commonly known as a shopping funnel, it is also known as a “customer funnel”, “marketing funnel”, “sales funnel” or “conversion funnel”. The bottom line is that while the traditional marketing funnel may no longer be applicable in its original form, it is still relevant in today's digital age.
Companies must identify their audience and understand their needs in order to effectively influence their purchasing process. By focusing on answering customer questions and moving them through the funnel, marketers can ensure that they are providing an engaging customer experience that will lead to repeat purchases and recommendations.