Stop Pouring Money Down the Drain: This Marketing Shift Changes Everything

Let's talk about something that's been bugging me for a while: that good ol' marketing funnel.

A marketing funnel was the strategy that businesses and startups used to sell online.

Imagine this: It's 2010, and our friend Jake is looking for some cool new running shoes. He hears about a brand called "RunFast" – maybe from a friend or an early Facebook ad. Back then, it was simple.

Jake would visit their website, sign up for their email list, see a few ads, get a discount, and buy the shoes. It was a straightforward process from learning about the brand to making a purchase.

But now, things are different! The digital world has changed how people shop, and that old process doesn't work the same way anymore.

However, this funnel was created in 1860… A LONG TIME AGO. Since them 3 seismic shifts have occurred:

1. The Tech Takeover: Remember life before smartphones, online shopping carts, and information overload? Yeah, me neither. Today's consumer? They've got more choices than ever before.

2. The Competition Explosion: The internet's made it crazy easy to start a business, which is awesome! But it also means we're all fighting for attention in a very crowded marketplace.

3. The Great Attention Span Vanishing Act: I'm not kidding – people have the attention span of goldfish these days! Capturing (and keeping) your audience's attention? It's a serious skill.

To achieve consistent, sustainable growth, you need a smart strategy—one that aligns with how your customers make decisions in today's world.

.Rethinking the path to purchase: The Consumer Journey…

Remember Jake and his running shoes? Today, Jake is a smarter and more careful shopper. He's always online, exploring different options. He jumps between websites, compares prices, reads reviews, and talks to online communities—all very quickly.

Imagine this: Jake is watching his favorite show when suddenly ads for Nike, Adidas, and On appear. Curious, he clicks on them and starts researching online. He visits their websites, reads Amazon reviews, watches YouTube videos comparing models, and even looks at Asics and Puma. He checks shipping times and discounts. He reads a helpful blog post and has a good experience with customer service. Finally, Jake is ready to buy.

That, my friend, is the Consumer Decision Journey in all its dynamic glory.

The Power Shift: Why The Consumer Decision Journey Matters

The old funnel? It's rigid, like that friend who refuses to try a new restaurant. But the Consumer Decision Journey (CDJ)? It gets it. It embraces the fact that today's buying process is fluid, unpredictable, and, honestly, kind of all over the place (just like our buddy Jake!).

Here's why the CDJ is about to become your new marketing BFF:

1. Touchpoints Reign Supreme: Technology enables brands to connect with consumers across a vast constellation of touchpoints—social media, email, notifications, you name it. The journey embraces this constant interaction, highlighting the need for a consistent, unified brand experience across every touchpoint.

2. Customer Lifetime Value Takes Center Stage: Sure, getting new customers is great, but turning your existing ones into raving fans? That's where the magic happens. Think about it: keeping a happy customer is way cheaper (and more profitable!) than constantly chasing new ones. CDJ shows you how to create amazing post-purchase experiences that turn one-time buyers into loyal advocates who keep coming back for more (and tell their friends!).

.Initian Consideration…

It all starts here! At this stage, our pal Jake is just becoming aware of brands like yours. Maybe he's heard good things, stumbled across an ad, or found your blog post super helpful. The key here? Think of it like building a relationship. You’re not asking for a marriage proposal on the first date, right?

Here's where a lot of marketers trip up (myself included!). We get so focused on immediate sales that we forget to simply connect with people. Don't make that mistake!

.Active Evaluation…

Jake dives into research mode, seeking info, comparing options, reading reviews, and engaging with brands at various touchpoints.

At this stage, it's normal to swap some initial brands for new discoveries.

This phase, along with the next in the Consumer Decision Journey, is where direct results come in, and where we invest the most time and resources.

Effective strategies include running conversion campaigns on ad networks, positioning transactional content on Google, ensuring positive user reviews online, or inviting email subscribers to download a lead magnet.

A common mistake here is trying to close the sale too quickly. Remember, Jake is still evaluating. Don’t push too hard, but don’t be too passive either—share more transactional content strategically.

For example, Jake discovers “RunFast” from an Instagram ad, visits the product page, reads descriptions and reviews. As he's about to leave, a pop-up offers him a 10% discount for his email.

Focus on getting contact details from visitors—ask for their email or phone with an exit pop-up, offer a lead magnet (like an ebook or webinar), or encourage app downloads to later send push notifications.

.Closure…

Decision time! The consumer makes a purchase, driven by research, brand interactions, perceived value, and gut feeling.

Don't expect Jake to magically buy “RunFast.” Often, an abandoned cart email with a 15% discount or scheduling a live demo can tip the scales.

At this stage, automation sequences are highly effective—whether they're abandoned cart emails, demo scheduling, or sharing customer testimonials.

Ensure a smooth payment process—focus on a user-friendly shopping cart, minimize friction, and offer preferred payment methods.

For example, in Mexico, Amazon had to accept payments through 7-Eleven due to local mistrust of online payments.

.Post Purchase Experience…

The journey doesn't stop when a sale is made; it's just starting. How customers feel after buying affects their happiness, chances of buying again, and whether they'll recommend your brand or tell others to avoid it.

Here are three sub-stages which are key:

• The Wait: Reaching the thank you page or signing a contract isn't the end; it's just the start. For instance, Jake wants to get email updates about the shipping status of his sneakers.

• The Product: Always under-promise and over-deliver. If you sell a physical product, packaging is key. In my experience with e-commerce, working on packaging is one of the hidden gems.

• Post-Purchase Relationship: Stay connected with customers through follow-up emails, feedback requests, and loyalty programs. Share engaging content and special offers to show appreciation and encourage repeat business.

.Why recurring customers matter?…

Loyal, recurring customers are a business jackpot. They cost less to retain, spend more over time, and often become brand advocates, attracting new customers through word-of-mouth. Fostering customer loyalty boosts your bottom line and builds a community of enthusiastic supporters.

Marketers now need a holistic approach, focusing on the "active evaluation" phase to differentiate their brands, provide valuable information, and win over discerning buyers.

By embracing the Consumer Decision Journey, brands like "RunFast" can move beyond outdated funnel-based approaches. Focusing on value, personalization, and long-term relationships enables sustainable growth and success in the digital marketplace.

Ready to ditch the leaky funnel? The journey awaits.

.Other newsletters that I am reading…

• B2B Growth: Every Friday, they study a successful content creator... then share what we learn with B2B content marketers.

• simple.ai: Join 100,000+ others and learn how to use Agent AI to grow your career or business.

• Growth Archive: Get real-world marketing examples every week from successful B2B projects that you can replicate for your own business

That is all for today friends.

Keep measuring, keep optimizing, and keep growing!

Jojo