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 identified their problem or need and are now researching and considering potential solutions. This is where they start to engage with your brand and evaluate your product or service as a possible solution.
— **Marketing Strategies:** Email marketing, lead nurturing, webinars, case studies, and other content that provides information and builds trust with potential customers.

3. **Bottom of the Funnel (BOFU) or Low Funnel:**
— **Decision:** The bottom of the funnel is where potential customers are making their final purchasing decisions. They are comparing different options and deciding which product or service to buy. It’s crucial to provide them with the information and incentives they need to choose your offering.
— **Marketing Strategies:** Product demonstrations, free trials, discounts, testimonials, and other tactics to encourage the final purchase.

It’s important to note that the consumer journey is not always linear. Some customers might skip stages or move back and forth between them. For this reason, it’s essential to have a holistic marketing strategy that addresses the needs of consumers at every stage of the funnel. This approach helps guide potential customers from initial awareness to the final decision to purchase, and then ideally to post-purchase loyalty and advocacy. Ricardo Baeza Errazuriz.