The New Marketing Funnel
The traditional marketing funnel, first developerd in 1898 by American businessman Elias St. Elmo Lewis with its linear path from awareness to purchase, no longer captures the complexities of modern consumer behaviour.
Today’s consumers navigate a dynamic and non-linear journey, often referred to as the “messy middle.” We embrace this new marketing model, which reflects the true nature of the customer journey in the digital age.
First developed in 1898 the old marketing funnel has had its time and place.
Understanding the New Marketing Funnel
The new marketing funnel is not a simple, straight line. Instead, it is an intricate web where consumers loop between stages of exploration and evaluation before making a purchase decision. This model acknowledges the fluidity and complexity of consumer behaviour, allowing for a more accurate representation of the decision-making process.
Source: Think with Google
The Stages of the New Marketing Funnel
Stage One – Exposure – Always On
- Definition: Continuous brand presence across various touchpoints.
- Importance: Ensures that your brand remains top-of-mind for consumers, influencing their perceptions and decisions throughout their journey.
- Strategy: Utilise a mix of advertising, content marketing, and social media to maintain a consistent presence.
Stage Two – Exploration
- Definition: The phase where consumers seek out new information, brands, and products. You want to be in the consideration set of choices for them.
- Importance: Critical for expanding the consumer’s consideration set and introducing them to your brand.
- Strategy: Provide engaging and informative content that captures interest and educates potential customers.
Stage Three – Evaluation
- Definition: The phase where consumers compare options and narrow down their choices.
- Importance: Helps consumers make informed decisions, positioning your brand as the preferred choice.
- Strategy: Highlight unique selling points, showcase reviews and testimonials, and provide detailed product information.
Stage 4: Experience
- Definition: The post-purchase phase that influences future decisions and loyalty.
- Importance: Ensures customer satisfaction and fosters long-term relationships.
- Strategy: Deliver exceptional customer service, solicit feedback, and engage with customers through loyalty programs.
The "messy middle" is where consumers oscillate between exploration and evaluation.
Source: Think with Google
Navigating the Messy Middle
The “messy middle” is where consumers oscillate between exploration and evaluation. This phase is characterised by abundant information and numerous choices, making it crucial for brands to stand out. Here’s how we help you navigate this critical phase:
- Leveraging Behavioural Science: We apply insights from behavioural science to influence consumer behaviour. By understanding cognitive biases, we create strategies that resonate with consumers and guide them towards a purchase.
- Maintaining Presence: Consistent visibility across touchpoints ensures that your brand is always in the consideration set. We focus on being present at every stage of the consumer journey.
- Building Trust: Trust is a key factor in the messy middle. We help build your brand’s credibility through authentic content, customer testimonials, and consistent engagement.
By embracing the new marketing funnel and mastering the messy middle, we ensure your brand stands out in a crowded digital landscape
What It All Means for Your Brand
Embracing the new marketing funnel and understanding the messy middle is essential for modern marketing success. Here’s what it means for your brand:
- Adaptability: Flexibility to adapt to the non-linear consumer journey, ensuring your brand remains relevant and engaging at all stages
- Enhanced Strategies: Implementation of more effective marketing strategies that align with the true nature of consumer behaviour.
- Improved ROI: Better allocation of resources and efforts, leading to increased return on investment and business growth.
Leading the Way
At Spring, we understand the complexities of the modern consumer journey. By embracing the new marketing funnel and mastering the messy middle, we ensure your brand stands out in a crowded digital landscape. Let us guide you through this intricate process and help you achieve marketing success in the digital age.