Purchase Funnel – Wikipedia – Bitcoin Prix

Example of a buying funnel

An example of a regular shopping funnel

buying funnelor buying funnel, is a consumer-focused marketing model that illustrates the customer’s theoretical journey toward the purchase of a good or service.

In 1898, E. St. Elmo Lewis developed a model that mapped a theoretical journey of customers from the moment a brand or product drew consumers’ attention to the point of action or purchase.[1] The idea of ​​St. Elmo Lewis is often called the AIDA model, an acronym that means awareness, interest, desire and action. This step-by-step process is summarized below:

  • awareness – the customer is aware of the existence of a product or service
  • Interest – active expression of interest in a product group
  • Desire – aspiring to a certain brand or product
  • Action – taking the next step towards purchasing the chosen product

The buying funnel is also often referred to as the « customer funnel », « marketing funnel », « sales funnel » or « conversion funnel ». The association of the funnel model with the AIDA concept was first proposed in Bond sales by William W. Townsend in 1924.[2]

This early model was modified by marketing consultants and academics to satisfy the modern customer and is now referred to in marketing as the « buying funnel » or « buying funnel ». Many different business and consumer buying patterns exist in marketing today, but it is generally accepted that the modern business-to-business purchasing funnel has several stages,[3] considers the intention to buy back and takes into account new technologies and changes in consumer buying behavior.[4][5] As a model, the buying funnel has been validated in a variety of areas, including search,[6] keyword advertising,[7] and lead generation,[8] but also modified to include previously unrecognized steps and values, such as outbound sales, Internet impressions,[9] and Sales Channel Stages.[10]

The concept of purchasing funnel is used in marketing to guide promotional campaigns targeting different stages of the journey with the customer and as a basis for customer relationship management (CRM) programs and leadership management campaigns.

Conversion funnel[edit]

Similar to a buying funnel, « conversion funnel » is a technical term used in e-commerce operations to describe the track a consumer travels through a search or advertising system on the Internet, browsing an e-commerce site. and finally convert to a sale.

The main elements of an online buying / selling funnel are:

  • Traffic sources (ie SEO, PPC, referral traffic, etc.)
  • The upper part of the funnel (TOFU) that coincides with the traditional stage of awareness
  • The middle of the funnel (MOFU) that describes the perspectives in the examination stage
  • Bottom of the funnel (BOFU) corresponding to the last stages of the life cycle (ie decision, conversion, purchase)
  • Ways to re-employ – strategies and techniques to regain lost prospects / opportunities, usually through retargeting or email marketing

The modern conversion funnel can have many entry points, which means that people can enter any stage of their life cycle, leave and re-enter. This is why an effective online marketing strategy requires an omnichannel approach that combines various sources of traffic, campaigns and re-employment paths and makes them work as one to complete the purchase and even lead to loyal customers or brand advocates.

See also[edit]

References[edit]

  1. ^ EK Strong, Jr. The Psychology of Sales and Advertising. New York 1925, p. 349 and p. 9.
  2. ^ « The seller should visualize his whole problem of developing the stages of sale as forcing by compressing a broad and general concept of facts through a funnel that produces the specific and favorable consideration of a fact. The process is continuous from general to specific. » and viewing the funnel has helped many salespeople drive a customer from Attention to interest and beyond ”(p. 109).
  3. ^ A Modern Concept of Purchasing Funnel – Marketing-made-simple.com (2009)
  4. ^ Court, D. Elzinga, D., Mulder, S. and Vetvik, OJ, « Travel decision for consumers », McKinsey quarterly, June 2009, Online: http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
  5. ^ Branding in the digital age – spend money in all the wrong places
  6. ^ Kules, Bill. « Speaking the same language about searching for exploratory information. » Information retrieval assistance systems 13.5 (2008): 17.
  7. ^ Jansen, BJ and Schuster, S. (2011) Purchase channel auction for sponsored search campaigns. Journal of Electronic Commerce Research. 12 (1), 1–18.
  8. ^ Wilcox, G., & Sussman, K. (2014). Lead-generating social media strategies using the social media performance model: the B2B connection. Journal of Digital & Social Media Marketing, 2 (1), 70–78.
  9. ^ « How the B2B marketing channel works ». www.bizible.com. retrieved 06/01/2016.
  10. ^ 5 Steps to a Sales Channel – The Final Guide


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