The extended marketing funnel in the customer journey

[muskanhossain]

In the Omnichannel era, there are still people who believe that the customer journey, from discovery to consideration to the purchase decision, continues to occur in a linear manner, without mentioning social relationship and retention actions. A big mistake.

In reality, the traditional marketing funnel has already been surpassed by technology , Digital and the need for predictability and high segmentation, as this is now a multidimensional, multichannel path full of distractions.

The digital environment has brought new validation needs and a lot of conversation outside of brands’ control .


The concept of top, middle and bottom remains valid, but more complex due to the fragmentation of channels and the need for new validations at each stage.


In a simplified analysis, the traditional model covers only norway whatsapp data half of the current flow, where we include the evaluation of journey performance (short and long), profitability and customer retention in digital marketing.

The discovery stage can occur passively or via advertisements. Engagement with brands or companies can be amplified by multiple factors, including:

By spontaneously activating your customer base;
Content production for blogs;
Use of influencers;
POS materials;
Magazines;
Radio and podcasts;
TV and streaming;
Physical and digital events;
Communities;
Digital presence (websites, advertisements, content and social networks).

Read here the 9 Success Strategies for Digital Presence to accelerate your results. Findability is everything.

On social platforms , User Generated Content (UGC) or Employee Generated Content (EGC) gains relevance and generates visibility, increasing brand awareness and public interest. It plays a strong role in influencing purchasing decisions and gaining reputation.

The need for social validation has increased and now encompasses everything from interpersonal relationships (friends, followers, acquaintances) to civil society and the market , when we talk about companies and brands.

Check out this content for the advantages of UGC (User Generated Content) and EGC (Employee Generated Content), that is, content generated by users of brands and employees of organizations.
The main idea is to use any means that allows you to take the brand or the solution to problems where it would not normally reach , or was not considered.

And all this via third parties, that is, someone who can distribute the content and validate any attribute of the brand. Yes, social proof.

At this point we can also consider the benefits of Social Gaming in Influencer Marketing , through content creators and influencers.