A marketing funnel is a tool that helps marketing teams plan their efforts based on where consumers are in the funnel.
There are many different types of these marketing funnels depending on their purpose, and many of them are based on the AIDA model.
However, a marketing funnel is typically divided into a three-step model with the following phases:
- Top of the Funnel (TOFU): Awareness phase.
- Middle of the Funnel (MOFU): Consideration phase.
- Bottom of the Funnel (BOFU): Conversion phase.
What is a marketing funnel?
A marketing funnel describes the customer journey from the first interaction with a brand to the final purchase – and in some cases, even retention after the purchase.
The core idea behind the marketing funnel is to guide marketing initiatives based on the stage consumers are in.
For example, it would not be relevant to increase brand awareness for leads you have already acquired.
In other words, different initiatives need to be implemented depending on where consumers are in order to drive the most conversions.
However, it is important to emphasize that consumer purchasing behavior does not always follow a linear model in reality.
Later in this article, we will take a look at whether the marketing funnel, as it stands today, is still relevant to how we consider and research products.
Different stages of the marketing funnel
As mentioned, the marketing funnel is divided into three stages, and each stage represents a different part of the customer journey.
These stages help structure marketing initiatives according to consumer needs.
Let’s take a look at them below.
Top of the Funnel (TOFU): Attract attention
At the top of the marketing funnel is the awareness phase.
This is where consumers become aware of your brand and start engaging with it.
This is typically their first encounter with your brand, and it is beneficial to intensify marketing efforts that enhance brand awareness.
Middle of the Funnel (MOFU): Build relationships
In the middle of the marketing funnel is the consideration phase.
This stage includes consumers who have engaged with your brand, such as by following you on social media or signing up for your newsletter.
At this stage, it is essential to build trust with consumers and foster relationships.
This can be achieved by offering consumers a behind-the-scenes look at your brand, sharing reviews from other users to build social proof, sending engaging emails, etc.
Bottom of the Funnel (BOFU): Convert leads into customers
At this stage, you have gained the consumer’s full attention and built a certain level of trust in your brand.
Now, we have reached the bottom of the funnel, where your leads should ideally convert into customers.
Here, initiatives that persuade your leads to convert can be effective, such as free trials, special offers, follow-up consultations, segmented emails, etc.
What about loyalty and advocacy?
Once leads have converted into customers, what happens next?
Several models now include a retention phase as the final and crucial part of the marketing funnel.
Through loyalty programs, post-purchase customer service, and invitations to exclusive customer communities, companies can achieve a certain level of loyalty from their customers, ultimately strengthening their relationship.
Loyalty can eventually lead to advocacy through word-of-mouth marketing, online reviews, user-generated content (UGC), etc.
In the end, this helps increase credibility around your brand and allows you to reach a larger audience.
Is the marketing funnel still relevant today?
The customer journey from awareness to conversion should be viewed as a journey influenced by a wide range of factors.
Some consumers may even skip directly to the consideration or conversion phase because they are already aware of how your product can solve their problem.
For this reason, there is ongoing discussion about whether the marketing funnel is truly suited to our modern-day consumer behavior.
Can Generation Z introduce us to a new marketing funnel?
Many argue that Generation Z has disrupted the traditional funnel.
This is happening through social media platforms like TikTok, where users not only gain access to news and their social circles but are also influenced by trends and influencers from every direction.
In this way, the marketing funnel, which represents a linear customer journey, is being radically changed and is now more characterized by an ongoing inspirational phase.
This phase essentially takes place constantly on social media, whether it’s friends, influencers, or brands posting about new products.
The advantage is that Generation Z is always open to inspiration and trying new brands and products, while the challenge is delivering the right message at the right time.
If you’re interested in learning more about how Generation Z has changed the way we think about the marketing funnel, check out this article from Vogue Business.
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