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The Marketing Funnel and The Customer Journey

You can put lipstick on a pig...

Back in 1898 the marketing funnel (known as the AIDA model) was developed by advertising pioneer Elias St. Elmo Lewis. Elias would've been astonished to learn that his funnel's survived 120 years as the model many marketers still use to plan campaigns. Now though, perhaps in an effort to appear 'current', some marketers have given the old funnel a lick of paint and called it 'The Customer Journey'.

For proof, just do a Google image search for 'AIDA marketing model', then compare it to an image search for 'customer journey.' Aside from a bit of terminology the only real difference is that 'journey' models swarm with 'touchpoints'- like electrons around an atom. Don't be fooled though - The Marketing Funnel is NOT the same as the Customer Journey.

...but it's still a pig!

The Customer Journey Model lays a foundation for, but is different to Customer Journey Mapping. The Model is a chain of distinct, linear stages that ultimately lead to a purchase or other action.

Journey Mapping examines the possible interactions, or ‘touch points’, between an existing or potential customer and a product, brand or organisation at each stage of the journey. At any one stage there can be numerous interactions through the same, or different channels, or maybe none at all.

A 2019 report from Salesforce claims that 80% of customers now consider their experience with a company to be as important as it's products! Intuitively that makes sense. Think of the times you've favoured (or discarded) a company or organisation based on your pre-purchase experience. Journey Mapping helps you identify the strengths and weaknesses of your customer interactions and thus outflank the competition.

The marketing funnel isn't redundant (or a pig) but it's NOT the same as the customer journey. If that strikes a chord and you're an 'outside the box' person, take a look at the Business to Consumer and Business to Business Customer Journey videos.

Pay-Per-Click Marketing (Google & Microsoft)
us presidnt
President Warren Harding

“His speeches left the impression of an army of pompous phrases moving over the landscape in search of an idea; sometimes these meandering words would actually capture a straggling thought and bear it triumphantly, a prisoner in their midst, until it died of servitude and overwork.”
  And that was a quote from a member of his own cabinet!

PPC advertising Warren Harding may not have been the world's best communicator but Pay-Per-Click Advertising (PPC) is used by millions of companies and organisations to connect with customers and potential customers. Discover how.

fortune tellerTodays marketing campaigns place heavy reliance on understanding the Customer Journey, but sales operations continue to focus on processes and activities that are misaligned with that journey - even with modern Customer Relationship Management (CRM) software. This disconnect spills over into sales forecasting methods, creating panic and chaos where serenity and order should prevail.

This 30 minute Sales Forecasting & Pipeline Management Tutorial demonstrates how to create and implement a sales forecasting and management system for sales teams large and small.

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