In the field of marketing, the concept of the “funnel” is frequently used.
This framework illustrates the customer journey — from becoming aware of a product or service, to developing interest, comparing and considering options, and finally taking action (such as making a purchase). Typically, the process is divided into four stages: Awareness, Interest, Consideration, and Action. Taking the right approach at each stage is crucial for success.
But how does this play out in real-world business?
In many cases, business owners tend to focus mainly on the “Awareness” and “Action” stages. In other words, they prioritize getting as many people as possible to know about their products (Awareness) and driving them directly to purchase (Action). Especially today, with the rise of automated advertising tools like Google’s P-MAX, there’s a growing expectation that simply running ads will quickly lead to results, making “purchase = action” the top priority.
Of course, optimizing ad operations and efficiently driving purchases is important. However, focusing solely on that is often not enough. Why? Because not every customer makes a purchase decision immediately.
In fact, most consumers go through the “Interest” and “Consideration” stages before making a final decision. Ignoring these steps means that even if you succeed in gaining awareness, many potential customers may drop off before completing a purchase.
So, what should you do?
You need strategies to spark interest, facilitate comparison, and nurture purchasing intent. For example, providing valuable content to prospective customers can build trust in your brand, and clearly highlighting differences from competitors’ products can give you an edge. Additionally, leveraging retargeting ads and email marketing to deliver timely information can be powerful tools to strengthen the Interest and Consideration stages.
How are you reinforcing the “Interest” and “Consideration” stages in your marketing strategy?In the next article, we will dive deeper into specific tactics. (To be continued)