Digital and the purchase funnel

The good old purchase funnel gets a bit of an update in the world of digital.

Rather than thinking awareness, interest, desire, action, in the digital sphere, it’s more a case of awareness, consideration, purchase and post-purchase. That’s because digital has a whole raft of capabilities to reach and influence existing and potential customers and to close the loop on loyalty and re-engagement. So how do you use digital to effectively hit these targets?

Let’s imagine a travel brand that starts a campaign with jaw-dropping picture galleries and long reads about travel destinations, bait to catch the eye of a potential traveller. Once we feel the nibble, our travel thirsty target moves into the consideration phase where they can be reminded of their wanderlust with more specific information like potential itineraries, video content featuring likeminded jet-setters or destination-based listicles. Now we’ve got them hook, line and sinker, serve them up an ad for flights, accommodation or experiences in their desired destination and they’ll be reaching for their credit card in no time. Then it’s over to the client to help close the loop and get them back for more.

Of course, that’s just one example but it gives you a keen sense of how the versatility of premium digital can fire up the good old purchase funnel.