Lesson 4: Marketing Strategy

Lesson 4: Marketing Strategy

The sales or marketing funnel is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service.

In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase. St. Elmo Lewis’ idea is often referred to as the AIDA-model – an acronym which stands for Awareness, Interest, Desire, and Action.

 

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