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Chapter 4: Communicating Customer Value: Promotion to Evangelism Back To Chapter

4.22: Marketing Funnel - Application

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Marketing Funnel - Application

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The marketing funnel aids marketers in choosing the appropriate media at each step of the process.

In the awareness stage, marketers select diverse media channels based on customer preferences and product types to enhance brand exposure.

For instance, a mobile phone store might use social media, online ads, and traditional media like billboards to create awareness.

In the consideration stage, more targeted media is used to engage customers who have shown interest.

It may involve promotional emails or influencer unboxing videos featuring mobile phones for online customers.

For customers visiting the outlets, in-store displays, product demonstrations, and salesperson support facilitate purchase decisions.

Finally, in the action stage, the process transitions from nurturing leads to making sales.

Marketers can use chatbots, landing pages, in-store promotions, and prompt customer support services to facilitate transactions.

Post-purchase, businesses should enhance customer satisfaction and retention with strategies like after-sales services and loyalty programs to convert buyers into loyal customers.

4.22: Marketing Funnel - Application

IMC, or Integrated Marketing Communication, strategically connects all messages, ensuring a seamless consumer experience. It guides customers from awareness to purchase and beyond, optimizing the marketing funnel.

In the Awareness Stage, IMC uses various strategies such as public relations, social media, SEO, and mass media ads to introduce the brand or product to potential customers.

During the Interest Stage, IMC employs tactics such as email marketing, direct mail, and informative web content to generate curiosity about the brand's offerings. The objective is to offer comprehensive details and captivate potential customers.

At the Desire Stage, IMC aims to generate interest in the product or service. It may include tailored marketing, partnering with influencers, and sharing testimonials that showcase the advantages and value of the offering.

During the Action Stage, IMC encourages consumer action using direct marketing techniques like promotions, discounts, and compelling calls to action.

In the Retention Stage, IMC strategies aim to build customer loyalty and encourage repeat purchases. It is achieved by providing exceptional after-sales service, loyalty programs, and personalized communication.

In conclusion, IMC is vital in the marketing funnel, delivering a consistent message and improving marketing effectiveness and customer experience.

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