The consumer journey, by Ricardo Baeza Errazuriz
The consumer journey, also known as the marketing or sales funnel, is a model that represents the stages a consumer goes through when making a purchasing decision. It’s typically divided into three main parts: the top, middle, and bottom (or low) funnel. Each stage has a different focus and marketing strategy associated with it. 1. **Top of the Funnel (TOFU):** — **Awareness:** At the top of the funnel, the primary goal is to create awareness among potential customers. This is where consumers become aware of a problem or a need that your product or service can address. They might not know about your brand or product at this stage. It’s about casting a wide net to attract a broad audience. — **Marketing Strategies:** Content marketing, social media marketing, search engine optimization (SEO), advertising, and other strategies to generate brand and product visibility. 2. **Middle of the Funnel (MOFU):** — **Consideration:** In the middle of the funnel, potential customers have iden...