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The Marketing Funnel and the Customer Life Cycle

August 30, 2013
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Classically trained marketers are familiar with the "awareness, interest, desire, action" (AIDA) model of marketing: The funnel description of driving consumer awareness from awareness to interest, to desire or decisions, and then to final actions. This is a very transactional approach to customers, with a beginning, middle and end. Newer concepts, including those promoted by Forrester Research, speak of a more holistic and ongoing customer life cycle. Forrester analysts and others have talked about reach, depth and engagement as the three key phases of a relationship with a consumer across a spectrum of needs, desires and discovery, as well as


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