The marketing funnel concept has been an invaluable tool for defining and visualizing conversion processes throughout the history of marketing. It has been a cornerstone of marketing strategy, allowing companies to understand how customers move from being mere spectators to active buyers.
However, it is important to note that this model has not remained unchanged over time. As we move into the 20th century, the AIDA model, on which the idea of the marketing funnel is based, underwent a significant modification. A second “D” was introduced in AIDDA, which stands for “demonstration.” This addition was understood as a complementary aspect to stimulate the desire of buyers by showing them concrete evidence of the benefits of the product or service.
But this was not the only adaptation. In a closer environment, the conversion experience has been completely rethought with a cyclical approach. Brian Halligan , CEO of Hubspot , proposed a model focused on a continuously repeated shopping experience , known as flywheel .
This new approach to conversion moves away from the finland number data traditional funnel, as it represents a circular and continuous flow. Unlike the conical and static representation of the funnel , the flywheel model reflects a constantly moving dynamic. This highlights how advances in digital transformation and technology are driving changes in the marketing ecosystem.
The introduction of CRMs (Customer Relationship Management) has been an essential component in this evolution. CRMs enable businesses to effectively collect, analyse and use customer data at every stage, from initial attraction to long-term retention. This translates into more personalised and efficient customer relationship management, regardless of whether they follow a traditional funnel model or adopt the flywheel approach.
Ultimately, the evolution of marketing has been largely influenced by the addition of CRMs and the shift towards a flywheel approach . This demonstrates how the marketing world is constantly adapting to technological advancements and changing consumer expectations, looking for new ways to drive business growth and connect with the evolving needs and culture of customers.