The Digital Purchase Funnel

Online Advertising, Website

By Miguel Strobel on 09/18/2018

When developing your Digital Marketing Strategy you might have stumbled upon the question whether the Purchase Funnel for Digital Marketing is different than the one taught when you studied marketing, or not.
Upon this, many Digital Marketing-Experts will immediately tell you that the world of Digital Marketing is completely different and that it is not at all comparable to „classical“ marketing methodology… Does this ring a bell?

However, is this really true?

Quite frankly: No.

The reason for this is quite simple:
It may be true that Digital Marketing uses completely different tools than the other Marketing channels, however they all cater to the same consumer.
Thus, as we’re addressing the same person, it is totally logical to orient the Digital Purchase Funnel towards the one of „classical“ Marketing.
By keeping this in mind, you will create a Digital Marketing strategy that is consistent to your general Marketing strategy. Anything else would be typical digital silo-thinking after all and would not support your brand in the long run.

As Marketing and Digital Marketing both tend to get overly specific and complicated, I have tried to develop a simple model that is usable for both marketers and people without marketing-background. 

As Marketing and Digital Marketing both tend to get overly specific and complicated, I have tried to develop a simple model that is usable.

The result of this is the AIDARA model:
This simplified purchase funnel  builds on the well-known AIDA model (according to Elmo Lewis, 1898) and is complemented by several steps after the act of buying the product.
It thus sums the entire purchase process up in only 6 steps:

AWARENESS
The consumer is aware of the product.
→ Result: The consumer knows your product exists.

INTEREST
The consumer is interested in the product and wants to know more about it.
→ Result: The consumer is interested in your product.

DESIRE
The consumer arrives at the conclusion that the product is the right one for him.
→ Result: The consumer wants to have your product.

ACTION / PURCHASE
The consumer buys the product.
→ Result: Sales.

 

– End of the traditional AIDA model. From here, it will be really interesting for you as a marketer, and for that reason the extension to R & A –

 

REPURCHASE
The consumer was satisfied with the product and thus buys it again.
→ Result: Sales + higher profit
(It’s far cheaper to get an existing buyer to buy again than to acquire a new buyer)

ADVOCACY
The consumer is so happy with the product that he advocates and recommends it.
→ Result: Free & very credible awareness-creation for your product. 

 

As you can see, the last step closes the loop towards the first step (Awareness).
This is extremely important in my opinion, as we are thus speaking of a long-term marketing mindset (several interactions with a client) instead of a merely transactional Marketing  (only one-time „hit and run“ transaction with clients).
Digital Marketing gives us a huge array of practical tools to bring this long-term marketing mindset to life, so it’s something one shouldn’t miss.

This AIDARA-structure is something you will encounter in quite a few articles of this blog, as it will help to understand about which part of the (Digital) Purchase Funnel we are respectively speaking.

I wish you a lot of fun, when discovering the Digital Marketing Purchase Funnel.

Yours Digitally,

Miguel