The term “funnel marketing” refers to a funnel model (funnel) that schematises the process by which a simple user is transformed into a real customer.
The most classic funnel marketing model, involves at least 4 key moments that echo the better known AIDA model:
- awareness;
- interest;
- desire;
- action.
Over time, however, this model has been supplemented by providing for the introduction of user needs and the post-sales phase.
For a company such a theoretical model is particularly interesting as it allows planning the best strategies, activities and channels to be used in each step: the goal is obviously to lead the largest number of users collected in the first step to the final steps related to conversion and retention and in this case, a marketing automation strategy can play an important role.
In addition to the more classic funnel model related to conversion, we also recall a funnel marketing model that takes into account latent or conscious demand.
In this case, the steps of the funnel can be traced to the following stages:
- top of the funnel: concerns users who are potentially interested in the product but have not expressed interest explicitly;
- middle of the funnel: this is the stage where the user approaches the product and the interest for the company is to keep it active;
- bottom of the funnel: this is the final stage involving conversion activity.
