Marketing funnel
DefinitionGrowth
Marketing funnel
The model of the path from stranger to customer - awareness, consideration, preference, purchase, and in modern versions retention and advocacy. A simplification everyone argues with and everyone still uses, because it gives teams a shared map of where buyers drop and which activity works on which stage.
Evidence from the library
The funnel's real problem is the assumption that you can push people through stages in orderWarningBuild, Nudge and Connect - the funnel rewritten around how memory works rather than how inventory sellsPrinciple1924The funnel survived because it made ad inventory easy to sell, not because it was ever accuratePrincipleThe Four Modes Framework maps marketing categories along who chooses (people vs. agents) and brand control vs. brand influence, yielding four distinct modes: Brand-to-Consumer, Consumer-to-Consumer, Agent-to-Consumer, and Agent-to-Agent.PrincipleAwareness, Share of Search and sales together tell you which part of the funnel brokePrinciple
Put it to work
Source
Marketing Definitions
descended from E. St. Elmo Lewis's AIDA model (1898)
More from this source
DefinitionCustomer acquisition cost (CAC)DefinitionCustomer lifetime value (LTV)DefinitionLTV:CAC ratioDefinitionROASDefinitionMER (marketing efficiency ratio)DefinitionConversion rateDefinitionClick-through rate (CTR)DefinitionCPMDefinitionHook rateDefinitionHold rateDefinitionChurn rateDefinitionCreative fatigue