For many years, marketers have been taught that the traditional path to purchase follows a linear funnel, with distinct touchpoints guiding consumers to perform specific actions:
Awareness
The first stage is where the consumer becomes aware of a product or service. It can be generated through various means, including advertising (both traditional and digital), social media, word-of-mouth, search engines, and other marketing efforts. Effective strategies in this stage often involve creating compelling content that captures attention and piques interest.
Consideration
Once awareness is established, the consumer moves into the consideration stage. Here, they compare different options, evaluate competitors, and scrutinise prices, features, and benefits. They also heavily rely on customer feedback and reviews. Marketers can influence this stage by providing detailed product information, comparison tools, and showcasing positive customer testimonials.
Purchase
In the purchase stage, the actual transaction takes place. This can occur online, in physical stores, or through direct sales channels. The key to success in this stage is providing a seamless and user-friendly purchasing experience. Offering multiple payment options, ensuring website usability, and providing excellent customer service can significantly enhance the likelihood of conversion.
Retain
Post-purchase, marketers often make efforts to retain the customer and keep them engaged and satisfied. Retention strategies might include sending thank-you emails, offering loyalty programmes, and creating exclusive content for existing customers.
Advocacy
The final stage sees satisfied consumers promote the product or service to others. This can involve activities such as user-generated content (UGC), referrals, testimonials, and other forms of social proof. Encouraging customers to share their positive experiences and rewarding them for referrals can amplify word-of-mouth marketing.
