The term funnel is becoming increasingly common in marketing. Contrary to what one might think, this term is not derived from the word fun. Nor is it a word from the funeste family. No! A funnel is the English term for a funnel.
Widely used in digital marketing in recent years, it refers to a concept that has been well known in marketing for decades: the description of the different stages that lead customers to make a purchase (purchase journey).
There are a large number of funnels that have become popular in recent years in the world of digital marketing. Before the advent of digital technology, they were called models.
Here is a brief summary of some of the most well-known funnels/models.
The AIDA funnel
The first "funnel" taught in marketing schools long before the word was invented, the AIDA model is based on the following observation: to convince a customer, you must attract their Attention, maintain their Interest, arouse their Desire, and elicit an Action.
The inbound marketing funnel
The inbound marketing funnel was invented in the early 2000s with the development of digital technology and e-commerce. It is also divided into four stages and resembles the AIDA model adapted to digital technology and e-commerce:
Attract: bring visitors to your website
Convert: turn visitors into leads
Selling: converting prospects into customers
Enchant: build long-term customer loyalty and turn customers into ambassadors
The AARRR funnel
AARRR is a newer model that adds a dimension to the previous funnel Acquisition: convert your prospects to your brand
Activation: turning your prospects into customers
Retention: keeping your customers for the long term
Revenue: generating systemic and sustainable revenue
Recommendation: Obtain recommendations from your customers and turn them into ambassadors.
The funnel: TOFU MOFU BOFU
This marketing funnel is characterized by three distinct levels:
TOFU: top of the funnel
The goal of the top of the funnel is to draw attention to the brand, raise awareness, and build trust.
MOFU: middle of the funnel
In the middle of the funnel, the goal is to build confidence in the brand and the quality of its products by highlighting how it stands out from the competition.
BOFU: bottom of the funnel