THE MODERN DIGITAL MARKETING FUNNEL: STRATEGIES FOR EACH STAGE OF THE ONLINE BUYER’S JOURNEY

Image of a person trying to look at a e-commerce funnel while holding a magnifying glass

The classic marketing funnel that most marketers have been accustomed to has been shown to be ineffective at predicting the current customer path to purchases. This article puts forth a new model for the online buyer journey. The new model is considered a loop and has four distinct features. It starts with awareness and then moves to a consideration minor loop, which includes discovery and research. Next, the customer moves to purchase and finally ends with a post-purchase and loyalty loop. This model can also be simplified to "see, think, do, and care."

Publication: 
bluecorona
Author: 
Betsy Mcleod
Document Type: 
Research
Paywall: 
Free

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