Learn about alternative models to the marketing funnel. Plus, hear why no matter what model you choose, the key is to tailor your marketing to the journey that your buyers travel.
- People aren't really linear. … And we've come to agree that a buyer … won't move throughout your funnel in a linear fashion. … With the multitude of distractions in their way, … there's no real predictable path … to how they'll navigate your offering. … The funnel that we looked at today … follows a simplistic approach. … A, I, D, A, L, a consumer hears about your business, … they check it out as well as similar companies, … they decide they want to learn more. … They then decide to make a purchase … and then they can choose to be loyal or not. … McKinsey and company, a major consulting firm … suggests a different model, a circular one. … They feel it better reflects today's consumer journey. … The model they developed comprises the buyer's journey … from this either approach to shorter periods … of consideration and evaluation, … followed by purchasing and two critical new components, … bonding, and advocacy. … From a consumer perspective, … bonding with a brand or business is influenced …
- What is the marketing funnel?
- Segmenting the marketing funnel
- Mapping the buyer's journey
- Creating a marketing sequence
- Converting: Moving through the funnel
- Improving the funnel
- Evolving the funnel
Skill Level Beginner
1. Marketing Funnel Basics
2. Marketing Funnel Segments
3. The Buyer's Journey
4. A Marketing Sequence
A funnel scenario3m 57s
5. Moving Through the Funnel
6. Improving Funnel Performance
7. Evolving the Funnel
Rethinking the funnel2m 41s
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