How Inbound Marketing Aligns With the New Purchase Loop

Learn about the new purchase loop, and how it aligns with inbound marketing.

n 1898, Elias St. Elmo Lewis developed the Purchase Funnel, the now familiar pathway customers travel from consideration to purchase. There are four steps in the process that have always been integral to every CMO’s approach to marketing: Awareness, Interest, Desire, Action.

The Purchase Funnel

Awareness – A person becomes aware of the product either through advertising or the recommendation of a friend.

Interest – After having been made aware of the product or service and determining its relevance, the person expresses interest.

Desire – This step is an exponential progression from the Interest stage. The person moves from a “nice to have” mentality to a “must have” mentality.

Action – The person puts desire into action and makes a purchase decision.

While this purchase funnel has served marketers well over the years, a recent study conducted by Latitude found 87% of consumers now travel a less linear, more complex pathway to final purchase. The study identified six behavioral or mental states a buyer experiences when considering a purchase.

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