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The marketing funnel isn't just a theoretical model—it's the framework that explains how and why consumers move from complete strangers to passionate brand advocates. You're being tested on your ability to identify which stage a customer occupies, select appropriate tactics for that stage, and understand why certain metrics matter at specific points in the journey. The funnel connects to broader concepts like consumer behavior, integrated marketing communications, customer lifetime value, and relationship marketing.
Don't just memorize the stage names in order. Know what psychological shift happens at each transition, which tactics work (and why), and how to measure success differently as customers progress. When you can explain why a retargeting ad works at Intent but not at Awareness, you've mastered the concept.
These stages focus on casting a wide net—reaching potential customers who don't yet know they need you. The psychological principle here is simple: you can't sell to someone who doesn't know you exist.
Compare: Awareness vs. Interest—both are top-of-funnel, but Awareness measures exposure while Interest measures engagement. If an exam question asks about moving consumers from passive to active, you're discussing the Awareness-to-Interest transition.
The middle of the funnel is where evaluation happens. Consumers are actively comparing options, and your job shifts from "get noticed" to "prove your worth." The key psychological principle is cognitive evaluation—consumers are weighing benefits against costs and alternatives.
Compare: Consideration vs. Evaluation—both involve assessment, but Consideration asks "Is this brand worth considering?" while Evaluation asks "Is this the right final choice?" Consideration narrows the field; Evaluation picks the winner.
The purchase stage is where marketing meets operations. Conversion optimization is the governing principle—every element of the transaction experience either helps or hurts your close rate.
Compare: Intent vs. Purchase—Intent shows willingness to buy; Purchase shows completion of the transaction. High intent with low purchase rates signals friction in the buying process, not a marketing problem.
These stages represent the relationship marketing phase, where the funnel loops back on itself. The principle here is that existing customers are more valuable than new ones—they cost less to retain, spend more over time, and generate referrals.
Compare: Loyalty vs. Advocacy—Loyal customers keep buying; Advocates actively promote. A customer can be loyal without advocating (they repurchase but don't refer), making advocacy the higher-value behavior to cultivate.
| Concept | Best Examples |
|---|---|
| Exposure metrics | Awareness (reach, impressions) |
| Engagement metrics | Interest (time on site, sign-ups) |
| Differentiation tactics | Consideration (USPs, comparison content) |
| Behavioral signals | Intent (cart adds, trial sign-ups) |
| Social proof | Evaluation (reviews, testimonials) |
| Conversion optimization | Purchase (checkout UX, friction reduction) |
| Retention metrics | Loyalty (CLV, NPS, retention rate) |
| Organic growth | Advocacy (referrals, UGC, word-of-mouth) |
Which two stages both involve consumer assessment, and what distinguishes the type of evaluation happening at each?
A brand notices high Intent-stage activity but low Purchase completion. Which stage's tactics need optimization, and what specific improvements might help?
Compare and contrast the metrics used at Awareness versus Loyalty. Why would using reach/impressions to measure Loyalty be a strategic mistake?
If an FRQ asks you to recommend tactics for moving consumers from Interest to Consideration, which content types and messaging strategies would you prioritize, and why?
A company has strong Purchase numbers but weak Advocacy. Identify two specific tactics that could convert satisfied customers into active brand promoters.