Marketing Funnel

Overview

The marketing funnel is similar to the sales funnel or customer lifecycle. The concept is that you first need to get people to have awareness of product, then a fraction of them will have an interest in learning more, and then a fraction of that fraction will decide to make a purchase or take action.

There are some variations of the terms used including:

Awareness, Interest, Desire, Action (the AIDA model)
Awareness, Consideration, Conversion, Loyalty (from Amazon)
Acquisition, Engagement, Monetization, Retention (from Google Analytics Life cycle)
Top of Funnel (TOFU), Middle of Funnel (MOFU), Bottom of Funnel (BOFU)

Crash Course Business Entrepreneurship: How to Sell Anything (11:03)

AIDA

AIDA Model presentation for ENT 3618
1. Attention: Attention is usually grabbed by the use of image, color, layout, typography, size, celebrity, model etc.
2. Interest: Once attention is grabbed, it’s necessary to create interest in the viewers mind so that they will read more about the brand being advertised. By the use of an attractive sub head, interest can be invoked
3. Desire: The element of desire is usually created by the use of body copy where you write in detail about the necessity of buying the brand, thereby explaining the features of the brand, facts and figures
4. Action: Towards the end, the contact information of the brand will be given where they expects the viewers to take action immediately. It can be in the form of shop address, toll free numbers or website address
Getting to Sold - The AIDA Marketing Model (marketing funnel, traditional media, new media, alternatives)
The AIDA Model: What It Is and How to Use It (7:25)

Amazon Advertising

A complete guide to the marketing funnel - Amazon Advertising
- Stage 1: Awareness: get customers to know your brand
  - What will you do so your brand stays on the top of customers' minds, so that when the time comes for them to make a purchase, they think of you (like television, digital advertising, audio ads, social media campaigns, content marketing)?
- Stage 2: Consideration: get customers to consider your brand when shopping
  - How will you educate and inform customers to help them understand how your product or solution meets their need?
- Stage 3: Conversion (aka “decision” or “purchase” ): encourage shoppers to purchase a product or service because they believe the brand they’ve chosen is the right solution to their problem or meets their need
  - What will be your strategy to help you stand out in your category and differentiate from peer products?
- Stage 4: Loyalty (aka “engagement”): stay top of mind for shoppers
  - How will you continue engaging with customers who have invested in your brand’s products or services (like email nurture campaigns, social media activations, and loyalty programs)?

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