Power Digital Marketing’s Post

Name: Power Digital Marketing on LinkedIn: #brandstrategy #funnel
Uploaded: 2024-12-12T16:36:22.935Z
Duration: 2 min 45 s
Channel: Power Digital Marketing
Description: The traditional consumer journey funnel is evolving. In many ways, the consumer journey starts with the customer's first purchase and continues throughout their brand experience. Advisory Board Member Nick Kaplan shares his take on the modern consumer journey funnel, below. #brandstrategy #funnel

Power Digital Marketing

169,138 followers

The traditional consumer journey funnel is evolving. In many ways, the consumer journey starts with the customer's first purchase and continues throughout their brand experience. Advisory Board Member Nick Kaplan shares his take on the modern consumer journey funnel, below. #brandstrategy #funnel

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Transcript

The, the customer journey is getting further and further complex across all different mediums, whether it's online, D to C, online retail, brick and mortar, etc. How should we be thinking about speaking to the consumer along that journey? So the funnel, I think it's sort of evolving meaning. The upper funnel has always been awareness, which I still believe in. The mid funnel was like, you know, consideration and then the lower funnel was conversion. If I was operating a Business Today and a lot of what I work with clients on is the journey on in some level, like it's begins at the end, meaning when the consumer makes their purchase is when the journey begins, right? The expectations of the consumer. And I think operators have to wear this or that, you know, they'll get their package, they'll get their package. Quickly they'll they'll use like they'll know through EDD, like estimated delivery date when they're going to get it, the experience of opening the box, getting the package. It's not like a Tyvek kind of gross bag that you just RIP open. It's like nice. And then if it doesn't work, you could just easily like, you know, seamlessly like a one step checkout, one step per turn. And companies like loop, you know, are, are, are making progress and inroads to improve that experience and then they want to know like that you care about them. So it's like. How did we do write a review? So I think that the customer journey is it almost like it never ends now, whereas, you know, marketers and operators like OK, conversion like revenue yesterday and it's not, it's about revenue tomorrow. Because guess what, if you have a group of consumers that are advocates, they're fans, right? And they're telling other people and validating you and writing reviews and supporting the brand that builds awareness and that awareness. Begins to spin the flywheel that gets organic traffic and organic traffic does what for us drives our and cracked down. And so if we have to rely solely on investing media dollars and acquiring new customers, that's a really hard it's like a hill you don't want to die on. You want to die on the hill of like holistic growth, which is a part of it. So I'd say that the journey is 1 where you continue post purchase to engage the customer. With non transactional but like relational touch points and you're also measuring your retention rate. So the funnel sort of far goes beyond yesterday to tomorrow, which is maybe never ends. It's always there customers waiting for you to be in their lives and be part of your community.

Ali Bakhiet

Performance Marketing

Strongly agree that it's a flywheel now not a funnel anymore. Attract, Engage, Delight, and repeat

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