Clayton Dean says, “The funnel, a classic and longstanding marketing concept, serves as a linear metaphor, allowing a company to understand how a prospective customer moves from initial brand awareness to an eventual purchase.

Like a funnel, the first stage is broad. The consumer has a wide range of brands to choose from.

As the consumer moves down the line, they narrow the options to familiar brands, then to their top picks, before finally making a decision and coming to the end of the funnel, the purchase.

But the funnel approach existed long before social media, blogging, or digital content marketing ever existed. So, does the funnel metaphor still hold up? Not quite.

With the traditional model, there were a limited amount of “touch points” where a company could reach out and influence a consumer to make a decision; from social media campaigns and blog posts to white papers and infographics, digital touch point opportunities are nearly endless now”.

Meet the Consumer Decision Journey: How to Understand and Leverage the New Marketing Funnel

Entrepreneur

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