Marketing Funnel
What is a Marketing Funnel?
A Marketing Funnel is a model that illustrates the process by which potential customers develop interest in a product or service and eventually make a purchase or sign up. The model is shaped like a funnel, narrowing from top to bottom as customers move through different stages.
Main Stages of the Marketing Funnel
A typical marketing funnel consists of the following four stages:
Awareness
This is the stage where customers first learn about the existence of a product or service.
Brand awareness is increased through advertising, social media, blogs, and public relations (PR).
Interest
At this stage, customers show interest in the product or service and seek more detailed information.
Activities like website visits, downloading materials, and subscribing to newsletters fall into this category.
Consideration
In this stage, customers are evaluating the purchase and comparing it with other options.
Product demos, trials, free experiences, and customer reviews play a key role here.
Action
Finally, this is the stage where customers take action, such as making a purchase or signing a contract.
Actual purchases, subscription registrations, and inquiries are examples of actions at this stage.
Recent Trends: AIDA Model and TOFU/MOFU/BOFU
AIDA Model
The classical marketing funnel model is often represented by AIDA (Awareness, Interest, Desire, Action). It includes an additional stage called Desire, which delves deeper into customer psychology.
TOFU/MOFU/BOFU
In modern digital marketing, the funnel is often divided into three layers: TOFU (Top of Funnel), MOFU (Middle of Funnel), BOFU (Bottom of Funnel).
TOFU
corresponds to the awareness phase.
MOFU
covers the interest and consideration phases.
BOFU
corresponds to the action phase.
The Reversal of the Funnel: Flywheel Model
Recently, the Flywheel Model has gained attention as an alternative to the traditional funnel model. It is a cycle-based model where satisfied customers drive business growth through repeat purchases and referrals.
Summary
The marketing funnel is a fundamental framework for visualizing customer behavior and implementing effective marketing strategies. Conducting appropriate activities at each stage of the funnel leads to efficient customer acquisition and business growth.