End-to-End Optimization of Your Digital Marketing Funnel – Business 2 Community

End-to-End Optimization of Your Digital Marketing Funnel – Business 2 Community

The marketing funnel is a representation of the journey your customers take from first discovering your brand to buying into it. This concept has been used by marketers and advertisers for well over 100 years, but it’s more relevant now than ever. The average journey to purchase now consists of hundreds of touchpoints.

In a complex consumer environment, the marketing funnel helps you map these touchpoints, marketing strategies and user actions to different stages of the consumer journey.

More importantly, it provides a blueprint for optimising the entire sales process, allowing you to optimise conversions at every step and keep users moving towards the next purchase. In this guide, we look at how you can use the funnel concept to optimise every stage of the consumer journey, prevent leads from slipping away and turn more of them into paying customers.

What is a marketing funnel?

A marketing funnel represents the customer journey as their interest in making a purchase increases. The classic funnel is based on the AIDA model, which describes four stages of the consumer journey; awareness, interest, desire and action.

AIDA marketing funnel

The funnel shape illustrates how prospects “drop out” at each stage of the funnel, meaning the volume of interested leads reduces while those remaining demonstrate a stronger purchase intent.

The AIDA model is widely attributed to E. St. Elmo Lewis who is said to have developed the concept in 1898. The concept has been tweaked countless times since then but the
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