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The Traditional Marketing Funnel To The Digital Marketing Funnel

The document discusses the evolution of marketing funnels from traditional sales funnels to digital marketing funnels. It provides examples of different types of funnels including traditional sales funnels, combined marketing and sales funnels, digital marketing funnels, and specialized funnels for e-commerce, social media, and content marketing. Each funnel type has different stages aimed at optimizing desired outcomes like awareness, interest, consideration, conversion, and customer loyalty or advocacy.

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145 views6 pages

The Traditional Marketing Funnel To The Digital Marketing Funnel

The document discusses the evolution of marketing funnels from traditional sales funnels to digital marketing funnels. It provides examples of different types of funnels including traditional sales funnels, combined marketing and sales funnels, digital marketing funnels, and specialized funnels for e-commerce, social media, and content marketing. Each funnel type has different stages aimed at optimizing desired outcomes like awareness, interest, consideration, conversion, and customer loyalty or advocacy.

Uploaded by

MANAV SAHU
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The traditional marketing funnel to the

digital marketing funnel


A marketing funnel is a powerful way for businesses to focus and coordinate their
marketing efforts. To get the most out of a marketing funnel, businesses must
optimize their work at each stage of the funnel to reach desired outcomes.

The marketing funnel video in this course introduced you to a simple and generalized
funnel design with four stages:

 Awareness
 Consideration
 Conversion
 Loyalty
You also learned that there are multiple versions of marketing funnels. Marketing
funnels have been revised over time to reflect changes in business, technology, and
even customer behavior. This reading provides a brief history of the funnel’s
evolution.

Evolution of the marketing funnel


How is tofu related to a marketing funnel? Actually, ToFU (not the bean curd product)
is an acronym for Top of Funnel. There’s also MoFU and BoFU which stand for
Middle of Funnel and Bottom of Funnel, respectively. When using any funnel, the
aim is to get the most desirable outcomes for ToFU, MoFU, and BoFU. As you read
about different funnel designs, you can also think about how the desired ToFU,
MoFU, and BoFU outcomes for each are similar or different.

Traditional sales funnel


Funnels probably took shape first as sales funnels. A simple sales funnel has
awareness, interest, decision, and action stages as depicted in the following graphic.
Desirable outcomes for a sales funnel, like the one shown in the graphic, might be:

 Awareness (ToFU): The customer has a general awareness of your brand,


product, or service.
 Interest (MoFU): Your brand, product, or service comes up as a top choice
when the customer researches, comparison shops, or thinks about options.
 Decision (MoFU): The customer chooses your brand, product, or service over
your competitor’s.
 Action (BoFU): The customer purchases your brand, product, or service.

Combined marketing and sales funnel


Most likely, combined funnels for marketing and sales grew out of sales funnels. One
example is shown below.
Funnel with Traditional and Digital Marketing inputs at the top of the funnel and Awareness,
Interest, Desire, Action, and Conversion as downward-progressing stages of the funnel.
Desirable outcomes for a combined sales and marketing funnel, like the one shown
in the graphic, might be:

 Awareness (ToFU): The customer has a general awareness of your brand,


product, or service.
 Interest (MoFU): Your brand, product, or service comes up as a top choice
when the customer researches, comparison shops, or thinks about options.
 Desire (MoFU): The customer has motivation or an incentive to purchase your
brand, product, or service.
 Action (BoFU): The customer purchases your brand, product, or service for
the first time.
 Conversion (BoFU): The customer makes regular purchases and a customer
relationship is established.

Digital marketing funnel


As business and technology evolved, more specialized funnels were then developed,
as in the case of a funnel entirely dedicated to digital marketing. An example of a
specialized digital marketing funnel is shown below. Note that the Remarketing stage
of the funnel is only for customers who engaged with your brand, product, or service
at least once before and didn’t previously convert. New customers can proceed
directly from the Consideration stage to the Conversion stage.
Funnel with Awareness and Engagement, Consideration, Remarketing, Conversion, and
Retention as downward-progressing stages of the funnel.
Desirable outcomes for a digital marketing funnel, like the one shown in the graphic,
might be:

 Awareness and engagement (ToFU): The customer has a general awareness of


your brand, product, or service, and engages in online activity to learn more.
 Consideration (MoFU): Your brand, product, or service comes up as a top
choice after the customer has engaged.
 Remarketing (MoFU): The customer who didn’t convert is re-engaged to
consider your brand, product, or service again.
 Conversion (BoFU): The customer purchases your brand, product, or service
for the first time.
 Retention (BoFU): The customer makes regular purchases and a customer
relationship is established.

Other marketing funnel variations


Today, specific funnels exist for many individual areas of marketing. Examples
include an e-commerce marketing funnel, a social media marketing funnel, and even
a content marketing funnel.

E-commerce marketing funnel


An e-commerce marketing funnel can include the following stages that focus on
attracting and retaining customers:

 Awareness: Build awareness of your e-commerce business.


 Consideration: Build the brand.
 Differentiation: Stand out in the business category.
 Purchase: Reach shoppers most likely to purchase.
 Brand readiness: Increase the potential for shoppers to make return
purchases.

Social media marketing funnel


A social media marketing funnel can include these stages that turn a customer with
brand awareness into a customer who is an advocate:

 Awareness: Attract potential customers unaware of your brand, product, or


service.
 Consideration: Stand out among your competitors so potential customers
have a good impression of your brand, product, or service.
 Action: Convince potential customers to act and make a purchase.
 Engagement: Keep customers engaged after they make a purchase so your
brand, product, or service remains top-of-mind and in the spotlight.
 Advocacy: Build trust with customers so they recommend your brand, product,
or service to others.

Content marketing funnel


A content marketing funnel can include these stages to help marketers organize and
focus their content:

 Awareness: Build web pages, blogs, social media posts, infographics, and
podcasts.
 Evaluation: Focus on surveys, email, webinars, and educational events.
 Conversion: Provide customer success stories, webinars, specifications, and
demos.

Key takeaways
The key takeaways for funnels are:

 There isn’t a single funnel that fits all needs.


 Funnels are created for general sales and marketing needs.
 Funnels are also created for specialized areas of marketing.
 Effective marketing efforts incorporate funnels to optimize desired outcomes.
Finally, as a reminder, although this reading introduced a variety of funnels, the
marketing funnel that you will refer to often in this program is the one shown below.

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