A strategic model that represents the a user’s journey as they go from being a prospective consumer to an actual consumer.
The digital marketing funnel is divided into 6 stages:
1. Awareness: The potential customer is not yet aware of the problem. For example, Mari has been using her smartphone for the last 3 years. The phone’s camera quality & system speed aren’t that great, but she doesn’t think of it as a serious issue. Hence, she isn’t on the lookout for any phone brands.
2. Discovery: The potential customer realises their problem & is interesting in buying a product or service. However, they’re still just researching about it. For example, Mari realises that she could buy a better phone but isn’t sure. She passively browses the web to read about the latest phone models.
3. Consideration: The potential customer wants to buy a product or service & start comparing options. For example, Mari has decided to buy smartphone & is comparing various brands.
4. Conversion: The potential customer selects an options, takes a decision & makes the purchase. For example, Mari decides which phone brand she likes the best & buys a new phone from them.
5. Customer Relationship: Even after the purchase is complete, the brand continues maintaining communication with the customer. For example, after Mari has bought the phone, she is getting used to its system & layout. When she reaches out to the store with queries, they answer quickly & also email her additional tutorials.
6. Retention: The customer becomes a long-term customer. For example. Mari loves her new phone & the store’s customer service. So, after a year, when she needs a new laptop, she decides to buy it from them too.
The digital marketing funnel helps marketers understand the change in a customer’s mindset & behaviour as they go through all these stages. Then, specific marketing efforts can be taken for specific stages.