A marketing funnel is a conceptual model that represents the customer journey from the moment they become aware of a business, brand, product, or service to the moment they take a specific action or purchase from the business. The funnel shape illustrates the audience narrowing as the journey progresses toward purchase. The marketing funnel is also known as the purchase funnel, customer funnel, sales funnel, or conversion funnel.
The marketing funnel is based on the Awareness-Interest-Desire-Action (AIDA) model, which was first developed in 1898 by E. St. Elmo Lewis, an advertising advocate. The funnel is divided into three stages:
- Top of the funnel (ToFu): This is the awareness stage when someone becomes aware of the problem that the business can solve.
- Middle of the funnel (MoFu): This is the consideration stage when prospects want a solution and consider their options.
- Bottom of the funnel (BoFu): This is the decision stage when prospects decide on a solution and become customers.
The marketing funnel is a helpful framework for engaging audiences and creating a more effective marketing strategy. It simplifies the customer journey and makes it easier for companies to follow. By evaluating the funnel, businesses can potentially drive greater sales, more loyalty, and stronger brand awareness.
The marketing funnel is used in marketing to guide promotional campaigns targeting different stages of the customer journey and as a basis for customer relationship management (CRM) programs and lead management campaigns. It helps businesses understand their audience and tailor their approach accordingly, identify and address weaknesses in the customer journey, and contextualize their marketing results.
In summary, a marketing funnel is a model that represents the customer journey from awareness to purchase. It helps businesses understand their audience, tailor their approach, and create a more effective marketing strategy.
