The Marketing Funnel and the Customer Life Cycle

Many marketers skip proper channel attribution in multichannel campaigns.

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

Related Content