Difference between marketing funnel and customer journey

In the dynamic world of marketing, two fundamental concepts are often discussed: the marketing funnel and the customer journey. These terms are often used interchangeably, but they represent different aspects of the customer journey, from initial awareness to becoming a loyal advocate. So we're talking about that Difference between marketing funnel and customer journey.

This article examines both concepts, analyzing their phases and, above all, the main differences that distinguish them.

What is a Marketing Funnel?

A marketing funnel, often referred to as a sales funnel, is a visual representation of the customer journey through different phases of the sales and marketing strategy. Think of it as a visual guide for your customers' journey through the different stages of the sales and marketing process.

The “funnel” is so named because it resembles an inverted pyramid, initially wide and then gradually narrowing to show how prospects narrow as they move through the different stages.

Stages of the marketing funnel

The marketing funnel consists of several phases that map the customer journey, from the first perception of your product or service to the purchase. These phases are the following:

awareness

This is the top stage of the funnel. In this phase, potential customers become aware of your brand or product. They can learn about your brand through various channels such as social media, online ads, recommendations, or content marketing. The most important thing is to catch their attention and make them aware of your existence.

Learn more about the Awareness phase.

Interest

After becoming aware of your brand, some people show interest in learning more. You can interact with your content, visit your website, subscribe to newsletters or follow your social media profiles. The goal is to pique their interest and keep them engaged.

consideration

In this phase, potential customers are actively considering your product or service. They may be reading reviews and looking for more information. Content such as product comparisons, Case studies and customer testimonials can be particularly effective at this stage.

intention

In this phase, potential customers have a strong intention to make a purchase. They may have added products to their shopping cart, requested a quote, or otherwise signaled that they were ready to purchase. The focus here is to get them closer to actually making a purchase.

Conversion

The actual purchase takes place at the bottom of the funnel. Customers complete a transaction, which could be an online purchase, a subscription, or another action that directly contributes to your company's revenue.

loyalty

The post-purchase process aims to maintain and improve customer relationships. This phase is often overlooked but is crucial. It's about providing excellent customer service, encouraging repeat purchases and cultivating customer loyalty. Loyal customers can become brand advocates and help attract new customers.

Funding

Loyal customers who are excited about your products or services can become advocates. You actively promote your brand through word of mouth, social media, reviews and recommendations. This promotional phase may also include loyalty programs or incentives to encourage customers to refer others.

Now let’s learn the difference between marketing funnel and customer journey…

What is a customer journey?

The customer journey is a broader concept that encompasses the customer's entire shopping experience with your brand. It goes beyond the pre-purchase stages to include post-purchase interactions and the way your brand is perceived over time.

Unlike the marketing funnel, the customer journey is not limited to a single, linear path but can be complex and non-linear.

Creating a customer journey map is a valuable process for companies as it helps them design a map that visualizes the entire customer experience model, from initial contact to post-purchase support.

Phases of the customer journey

The customer journey is a broader concept that encompasses the customer's entire experience with your brand, including pre- and post-purchase interactions. The stages of the customer journey model can be somewhat flexible and non-linear as customers can revisit or skip stages depending on their individual experiences and preferences.

Here are the phases of the customer journey:

awareness

The journey begins when a potential customer becomes aware of your brand or product. This initial attention can come from a variety of sources, such as: B. from advertising, from social interaction platforms, from word-of-mouth recommendations or from online research.

thoughtfulness

In this phase, the customer actively researches and evaluates your product or service. You can compare it with alternatives, read reviews, or get recommendations from friends or online communities.

Examination/Decision

At this point the customer decides whether they want to make a purchase. They can choose between your offer and that of a competitor, or evaluate different options and packages you offer them.

Purchase

This is the point at which the customer makes a transaction, be it an online purchase, an in-store purchase, or some other form of conversion. It is the culmination of the decision-making process.

Post-purchase experience

After the purchase, the customer begins to experience your product or service. This phase is crucial because it influences the overall perception of your brand. Great customer service, clear instructions, and ensuring product satisfaction are critical.

loyalty

If your product or service meets or exceeds the customer's expectations, they may become loyal. Loyal customers are more likely to purchase again and stay engaged with your brand.

advocacy

Loyal customers who are excited about your brand can become advocates. Your advocacy can attract new customers and help build your brand's credibility

Reassessment

Some customer journeys may include a reevaluation phase. After becoming loyal customers, they may decide to return to the consideration stage to explore new products, upgrades, or different brands.

What is the difference between Marketing Funnel and Customer Journey?

The marketing funnel helps guide the conversion process, while the customer journey provides a more comprehensive view of the customer's relationship with the brand. Below is a table that shows the key differences between a marketing funnel and a customer journey:

Conclusion

Understanding the difference between marketing funnel and customer journey is crucial to developing effective marketing strategies. While the marketing funnel provides a structured way to convert prospects into customers, the customer journey focuses on the lasting relationship between your brand and your customers.

For marketing success, it is necessary to find the right balance between these two ideas. Remember that customer experiences don't end with a purchase, but continue into loyalty and advocacy, which can drive sustainable business growth.

You can strengthen and grow your customer relationships by leveraging the potential of both the marketing funnel and the customer journey.

QuestionPro facilitates data collection, analysis and feedback at the different stages of the marketing funnel and helps with segmentation, optimization and performance tracking.
Additionally, it supports personalized experiences, satisfaction measurement and analysis of touchpoints in the customer journey, helping companies improve the entire customer lifecycle and achieve long-term success.

To get started, create an account today for in-depth customer experience analysis or request a demo of our specialized customer experience tool, QuestionPro CX.

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