The Purchase Funnel - A Different Lens

Purchase models are always a little flaky because they assume the purchase cycle is a linear process. As we know, everybody behaves differently and context plays a critical role in any decision. The following article suggests that looking at the purchasing funnel from a different angle (literally) can have a profound impact on your marketing efforts.

Enough already with the arguments about the death of the so-called Purchase Funnel and its relevance or not, for the digital age. Because maybe the real issue is not whether the funnel is obsolete – but that agencies and marketers have been looking at the funnel the wrong way?

So, take a deep breath. Take a different view of the funnel. And think about it this way.

In a consumer-controlled world, where it’s less about taking the brand to the consumer and more about taking the consumer to the brand, behavioral patterns are less likely to be linear – or sequential. And therefore it’s hard to imagine a consumer who seamlessly transitions from a state of awareness to purchase, by smoothly sliding down the funnel as they consume media. But knowing this doesn’t mean that the funnel is no longer relevant. There’s more to consider. And let me explain why:

1. What we know from our work behind the 7 Modes of The Mind is that consumer behavior in a digitally-powered world is increasingly shaped by their mood, mode and mindset.

2. We’ve discovered that mode of behavior and potential brand receptivity is shaped by a confluence of consumption – based on how a consumer interacts with categories, brands, technology, content and media.

3. We’ve found that the consumer journey towards a brand experience begins at one of seven primary modes: entertainment, share, learn/research, task/transact, socialize/connect, play and information mode.

4. We’ve also studied how the consumer jumps from one mode to another as they make their way towards the path to purchase – based on what frame of mind they’re in while consuming different media, devices and content.

By connecting these dots together in this way it then becomes apparent that the consumer mode of behavior and the “gravitational-pull” towards the bottom of the funnel are highly inter-related. And what’s amazing is that when you take a peak inside the purchase funnel you can begin to see all this unfold.

Go beyond a two-dimesional view of the funnel, dig deeper inside, and with the benefit of a three dimensional perspective it’s fascinating to actually see this modally driven form of behavior unfold. Far from being a linear sequential series of steps, what you’ll likely see is a meandering path to purchase towards the center of the funnel – that’s akin to a journey through a twisting-turning labyrinth, with trap doors and blind alleys, trampolines and pitfalls. But because this journey is fraught with distractions along the way, it also means the consumer may or may not make it down to the bottom of the funnel – depending on when and how a brand engages them.

So far, what’s clear from our initial work in this area, is that knowing how and when to intercept the consumer within the funnel and understanding what mode they’re in at a particular moment, increases the odds they’ll take the chute to purchasing your brand and become an advocate. Using a snap-shot of the three-dimensional view from above the funnel as an integrated modal connections framework can also be helpful, as a way to potentially mapping-out the journey a consumer might embark on as they make their way through the complicated ecosystem within.

So in short, don’t be mistaken. The funnel is far from dead – because on the inside, what we’ve found is that it’s very much alive. Dare to dive in, and what you may discover might initially scare your brand to death. But equally, don’t be surprised if this new perspective of the funnel provides you with a better understanding of how to give your brand a new lease on life.

Source - Mullen