Digital Marketing and Measurement Model: Web Analytics. Understanding Your Customers' Buying Intent. Home » Business » Understanding Your Customers’ Buying Intent Posted by: Allen Murabayashi Date: February 27, 2012 | 2 Comments A key concept in sales and marketing is the “funnel” which describes the path from prospect to customer.
There are several steps in a buying funnel (unique to every business), and at each step, you lose people, so the funnel narrows. As the name implies, the funnel has a wide mouth — this classically represents your potential customers. When you engage someone for the very first time, they’re entering your funnel. I always like to think about the funnel using an analogy of the Gap Customer walks by storeCustomer enters storeCustomer browses clothingCustomer tries on clothingCustomer gets in line to payCustomer purchases At each step along the way, you lose potential customers. Here’s a cool infographic from Adam Cohen: He refers to it as the “new” marketing funnel because the bottom of the funnel doesn’t end with conversion (e.g. a purchase).
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Yes, searchers “click on the ads” when they use search engines.
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