Purchase funnel

This is why an effective online marketing strategy requires an omnichannel approach that combines various traffic sources, campaigns and re-engagement paths, and makes them work as one to finalize the purchase and even lead to loyal customers or brand advocates.

[8] The origins of funnel marketing can be traced back to the late 19th century with the development of the AIDA model (Awareness, Interest, Desire, Action) by Elias St. Elmo Lewis.

Each subset within the marketing funnel has specific objectives and targets particular interactions with customers, from initial contact to post-purchase follow-up.

These companies typically use platforms that are easy to navigate and feature regularly updated content to attract initial user interest, often through free trial offers.

To drive purchases, these companies might introduce limited-edition products or exclusive collaborations, aiming to move customers through the marketing funnel from awareness to action.

The rise of digital and social media platforms has altered how consumers interact with brands, often entering the purchasing process at various stages and sometimes moving non-linearly or even reversing their engagement paths.

Furthermore, the traditional funnel model has been criticized for its limited focus on post-sale customer experience, which can hinder the development of brand loyalty and advocacy.

[20] Additionally, the rise of voice technology indicates a shift towards more voice-activated web searches, which could influence the dynamics of content marketing and storytelling towards greater authenticity and personalization.