01 Nov '15, 1pm

The Marketing Funnel Is Dead; New Consumer Path to Purchase

The Marketing Funnel Is Dead; New Consumer Path to Purchase

For more than a century, the conventional wisdom in marketing was that customer buying decisions followed a linear, top-down progression known as the funnel. Capturing consumer interest at the top of the funnel was essential. Companies then used specific, dedicated strategies at each stage of the funnel, guiding the customer through the entire purchase process. Today, however, the marketing funnel is nearly obsolete. The new customer path to purchase is much more winding and sophisticated, and smart companies have begun to adapt to the new approach. What Is the Funnel? Developed in 1898 by American advertising advocate E. St. Elmo Lewis, the funnel focuses on four key stages in the consumer lifecycle: Awareness, Interest, Desire, and Action. AIDA marketing funnel model. As the theory goes, a prospect must first become aware that a particular product exists, and then develo...

Full article: http://webmarketingtoday.com/articles/The-Marketing-Funne...

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