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, AIDAL.…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.…
MacKinsey 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 compresses the buyer's journey…from this AIDA 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 by positive or negative experiences…with the product or service following that purchase.…
Learn about the five unique segments of the funnel: awareness, interest, desire, action, and loyalty. Explore touchpoints and discover how to create campaigns that drive customers through the funnel. Plus, find out how to improve the performance of your funnel, and evolve it to meet the changing needs of your business and your buyer.
- 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
Next steps1m 15s
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