A marketing funnel is a critical part of the marketing process. It outlines the simplest path customers can take on their buying journey. Ultimately, the funnel is a useful framework to connect and engage with customers throughout their journey.
The marketing funnel represents the customer’s purchasing cycle from awareness to loyalty. The concept has existed for over 100 years, aiming to categorize key milestones along the journey — from awareness to consideration, decision, and ultimately loyalty.
Although the customer journey is not as linear as the simplified version shown in the funnel, the concept remains important. The digital path to purchase is not strictly linear, and the digital marketing funnel accounts for consumers entering, exiting, and moving around within the funnel, while shopping is no longer limited to a single store or geographic region.
With customers able to shop anytime and anywhere, brands must consider how to reach them at every stage of the journey. Even the consideration stage now often involves consumers conducting extensive online research and comparisons, rather than only comparing products in-store. Many brands have adapted to this new way of shopping, embracing the less linear journey by connecting with customers in authentic and valuable ways throughout the funnel.
Marketing funnels are also crucial for both lead generation and lead nurturing. During the awareness and consideration stages, brands use campaigns to attract new leads. In the decision and loyalty stages, brands use campaigns to nurture existing leads and ultimately turn customers into brand advocates. Digital marketing and funnel building are critical for identifying which channels, tactics, and content drive the most interest, engagement, and ultimately, sales for your brand.
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