Marketing Funnel

Definition A visual representation of the process through which

people go from first learning about a brand to becoming loyal customers.

Phases of the Funnel

Awareness (among target audience) - ToFU, first encounter of the brand
Consideration - ToFU
Conversion - LoFU, when a potential customer takes a desired action (making a purchase)
Loyalty - LoFU

Awareness - let the customers get to know and remember the brand, be memorable, as customers may wait for weeks even years before shifting to consideration stage
Consideration - increase the chances that a potential customer will eventually make a purchase
Conversion - make it easier to find answers and build trust
Loyalty - create great purchasing experience

Awareness
- Impressions = total number of times an ad appears on people’s screens
- Reach = total number of unique individuals who encounter an ad across their different devices
- Frequency = how many times each individual encounters an ad in a given timeframe
Consideration - all about engagement
- How often customers search for your business online
- Number of first-time visitors
- Number of pages per visitor
- How long visitors spend on a page
- Email or newsletter signup
Conversion
- Number of conversions
- Time to conversion
- Cost per conversion
- Average number of touchpoints
- Average order size
- Cart abandonment
Loyalt
- Rate of repeat purchases
- Length of time between purchases
- Number of orders per customer
- Rate of account activation after sign-up
- Engagement with rewards program

Traditional: Awareness, Interest, Decision, Action
Combined marketing and sales: Awareness, Interest, Desire, Action, Conversion
Digital marketing: Awareness and Engagement, Consideration, Re-marketing, Conversion, Retention
E-commerce: Awareness, Consideration, Differentiation, Purchase, Brand readiness
Social media: Awareness, Consideration, Action, Engagement, Advocacy
Content marketing: Awareness, Evaluation, Conversion