An article worth reading is... Death of the Sales Funnel as we know it
In summary,
- Buyers don’t follow a linear path
- Distraction is the number 1 barrier to sale
- Tracking is flawed at best
- Reporting is abysmal
- Should the sales funnel be transformed to a neural network?
so maybe we need to think more about...
The Customer Decision Journey (see www.mckinsey.com)
It’s a pretty simple concept really but clients like it because this visual highlights and isolates the most important aspects/steps of the journey:
- Consider: What brands/products do consumers have in mind as they contemplate a purchase?
- Evaluate: Consumers gather information to narrow their choices.
- Buy: Consumers decide on a brand and buy it.
- Post-purchase: Consumers reflect on the buying experience, creating expectations/considerations that will inform a subsequent purchase
- Advocate: Consumers tell others about the product or service they bought.
It’s a pretty simple concept really but clients like it because this visual highlights and isolates the most important aspects/steps of the journey:
- Consider: What brands/products do consumers have in mind as they contemplate a purchase?
- Evaluate: Consumers gather information to narrow their choices.
- Buy: Consumers decide on a brand and buy it.
- Post-purchase: Consumers reflect on the buying experience, creating expectations/considerations that will inform a subsequent purchase
- Advocate: Consumers tell others about the product or service they bought.
See also The Consumer Decision Journey and Aligning with the Consumer Decision Journey
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