Stratégies de Marketing Digital – Digital Marketing Funnel
A Digital Marketing Funnel is a strategic model that illustrates the entire customer journey, starting from the moment they first become aware of a brand to the point where they eventually convert into paying customers.
This concept is widely used by sales and marketing managers, and in recent years, it has become a key asset for ensuring the effectiveness of Digital Marketing efforts.
The definition of the “funnel” can take on different perspectives depending on the approach. However, the model we will present in this article is divided into three main phases (contentdynasty.com, 2020).
Top of Funnel – Brand Awareness
What is Brand Awareness?
Brand awareness is a marketing term that describes the extent to which consumers recognize a product by its name. Building brand awareness is a key step in promoting a new product or relaunching an existing one. Ideally, brand awareness also conveys the qualities that differentiate a product from its competitors.
How does brand awareness work?
Products and services that maintain a high level of brand awareness are more likely to generate sales. When faced with choices, consumers are simply more inclined to buy a product they recognize rather than an unknown one.
For example, in the soft drink industry, many sodas are indistinguishable without their packaging. Giants like Coca-Cola and Pepsi rely heavily on brand awareness to ensure consumers choose their products. Over the years, they’ve implemented marketing and advertising strategies that have strengthened brand recognition, directly resulting in higher sales.
This elevated level of awareness among dominant brands often acts as an economic moat, making it harder for competitors to capture additional market share.
Special considerations for brand awareness
In 2019, internet users spent an average of 38 minutes per day on Facebook, 26 minutes on Snapchat, and 27 minutes on Instagram.
It’s no surprise, then, that businesses now invest significant effort in building brand awareness on these platforms. This has led to new promotional strategies where consumers themselves generate buzz about products and services they like. Targeted advertising on Facebook and Instagram makes up the majority of brand-awareness campaigns, especially for Millennials and Gen Z.
However, consumers also share negative experiences. This reality forces marketers to adapt by responding to negative feedback and offering solutions in real time.
Ultimately, as consumers engage with a company’s posts and updates on social media, brand awareness grows. To maximize results, it’s crucial that users can seamlessly connect from social media to the company’s website.
Mid-Funnel – User Engagement
What is user engagement?
User engagement measures whether people find value in a product or service. It can be tracked through activities such as downloads, clicks, shares, comments, or time spent on a platform. Highly engaged users are generally more valuable, especially when their actions lead to conversions like purchases, subscriptions, or sign-ups.
Why is user engagement important?
User engagement strongly correlates with overall profitability. Since attention is limited, the fact that users spend time on a specific app or website indicates that they find value there. This allows businesses to monetize through ads, subscriptions, or sales.
Highly engaged users are more likely to:
Purchase products
Return frequently
Share with friends
Marketing and product teams that measure engagement can use analytics to understand what drives higher activity and adjust strategies accordingly. By improving engagement, businesses can also improve profitability.
It’s important to note that engagement varies by business model:
For a news site, more clicks and views are positive.
For an insurance app, excessive usage might signal claims activity, which isn’t always desirable.
How to measure user engagement – Lead Generation
Each business must define what engagement means for them. Examples:
Website: daily usage, page views, time on site, clicks, searches, comments, shares.
Music streaming app: daily use, songs played, playlists created, friends added.
E-commerce store: items added to cart, repeat visits.
Personal finance app: budgets created, accounts synced, dashboard views.
Enterprise software: reports created, shared, or users invited.
It’s equally important to track negative actions like unsubscribes, app deletions, downgraded plans, or muted notifications. By understanding what causes disengagement, teams can refine their product and marketing strategies.
Bottom-Funnel – Lead Conversion
What is lead conversion?
Lead conversion is the marketing process of transforming prospects into paying customers. It includes all practices that stimulate purchase intent and push leads toward making a buying decision.
For a lead to become a customer, they must go through the funnel stages:
Awareness
Interest
Decision & Action
Lead Conversion Strategies
Use optimized landing pages
Invest in content marketing
Build strong social media presence
Leverage email marketing
Experiment with push notifications
Use clear call-to-actions
Consider chatbots for instant response
Retarget leads with PPC campaigns
According to studies, U.S. companies spend an average of $198.44 to generate a single lead. To maximize ROI, businesses must focus on effective conversion strategies. Applying the eight tactics above can help turn leads into customers while ensuring profitability.
