Discover the Marketing Funnel Explained with airSlate SignNow

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you discovered online. The path you took from learning about that product to making a purchase was your customer journey. Now, a customer journey is a path that someone takes to become a customer, starting the moment they learn about a new product or service. Every customer journey comprises of different touchpoints, moments when the potential customer interacts with the company or brand. Marketers create visual representation of customer journeys in a customer journey map, like this one. The customer journey map on this slide shows one example of a possible customer journey for someone who's shopping for a music streaming app. Now, in this example, the customer journey begins when they search for the web for a phrase, "music streaming apps." Now, this search brings up an online ad for streaming music app from brand A. This is a shopper's first touchpoint. Now, the next touchpoint, the shopper goes online to read reviews of brand A's streaming app. Reading these reviews is touchpoint number two. Then they visit brand A's website to sign up for a free trial. Then they download the app. And those are touchpoints three and four. Now, after that they may choose to visit another site to read even more reviews, touchpoint five. If the shopper has questions at this point, they might connect to a customer service agent through live chat. This conversation will be touchpoint number six. And at this point, they may choose to start a trial subscription, which is touchpoint seven. And then they receive email reminders to purchase a subscription before the free trial ends. That's touchpoint eight, and so on. So even if the shopper ultimately chooses not to make a purchase, they will keep receiving emails and targeted ads for brand A's streaming service. Each email is another touchpoint. So this means that, by the time they're ready to purchase your app subscription, they will be familiar with brand A and feel comfortable making a purchase from them. A customer journey won't necessarily end with a purchase. If a customer absolutely loves the music streaming app, they recommend it to friends or even write a glowing review on the company's website or social media account. Each time they tell someone new about the brand, they will create a touchpoint for this new person and may kickstart their own customer journey. A related concept to the customer journey is the marketing funnel. A marketing funnel is a one-- similar to the one shown on this slide, it's a visual representation of a process a person goes through from learning about a brand to becoming a loyal customer. The funnel is wide at the top and narrows towards the bottom because a lot of potential customers will enter at the top of the funnel, but fewer will reach the bottom to become loyal customers. So some people will drop off at every stage in between. So digital marketers need to make sure that they're doing everything they can to keep customers moving through the funnel. There are a lot of different versions of the marketing funnel, and this is a simpler version with four stages-- awareness, consideration, conversion, and loyalty. [MUSIC PLAYING]