I was recently asked to speak at a Westminster eforum event on
the impact of mobile and social on marketing today. I took the
opportunity to share some thoughts on how digital has changed the
conventional purchase funnel and the way we view and plan marketing
as a result.
A purchase funnel, or consumer decision journey, is something
we've used for years to plot the way people move from awareness
through to considering a product, evaluating it versus
alternatives, ultimately then to go on to purchase, and hopefully
to become loyal customers and start recommending. We've been
able to plot people's progression through different touch
points, different channels - and assign roles to those channels -
and ultimately to plot consumer journeys through those channels.
You may see a television ad which then drives you to a website for
further research, you then go to an e-shop to purchase and maybe
sign up for email.
