Digital Marketing Guide
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What Is the Digital Marketing Funnel?

A purchase funnel (also known as a sales funnel or marketing funnel) is a visual representation of a customer’s journey towards purchasing a product or service. The funnel typically encompasses four stages:

  • Awareness: The customer is aware of your product or service
  • Interest: The customer expresses interest in a particular type of product
  • Consideration: The customer researches the products on offer
  • Action: The customer makes a purchase

The digital marketing funnel applies these principles to digital marketing, charting a customer’s journey through a brand’s online marketing channels to make a purchase. Here’s how a customer would progress through the same four stages in the digital marketing funnel:

  • Awareness: Also known as “top of the funnel” (TOFU). The customer becomes aware of your business through organic search, social media, email, or links from another website.
  • Interest: Also known as “middle of the funnel” (MOFU). The customer learns about what your brand has to offer through your website or social media content.
  • Consideration: Also known as “bottom of the funnel” (BOFU). The customer spends a little more time researching your brand by reading online reviews, watching your YouTube videos, and signing up for your email newsletter.
  • Action: The customer makes a purchase.

Many digital marketers add customer relationship-building and retention to their digital marketing funnel to convert these customers into long-term patrons. Ensuring your customers have positive post-sale experiences with your business, from customer service to ongoing brand communication, will make them more likely to stick with you in the long run.

Why is the digital marketing funnel important?

The digital marketing funnel can benefit a business in the following ways:

Better segmentation

The digital marketing funnel can lead to better segmentation of your marketing activities, enabling you to provide more appropriate content to customers at different stages of the buyer’s journey. 

Better lead generation

Precise marketing activities result in more qualified leads at the bottom of the funnel, making conversion a lot easier. A good funnel delivers value, not the hard sell.

Better use of company resources

The digital marketing funnel serves as a guide for your digital marketing team, allowing them to create accurate content for your customers. This way, you won’t waste valuable time and effort on marketing efforts that won’t work.

So you see, creating a digital marketing funnel is an essential element of any digital marketing strategy, enabling you to nurture customers from awareness to action and beyond.

Further reading

Digital Marketing Strategy Frameworks

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B2B vs. B2C Marketing: What's the Difference?

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Digital Marketing Skills You Need to Succeed


How to Become a Digital Marketing Specialist