Mapping Your Customers’ Purchase Paths
In This Chapter
Refreshing your knowledge of Lewis’s Purchase Funnel
Understanding why the customer-centric Buyer’s Journey is important
Exploring the steps in the customer purchase paths
Evolving your marketing actions into a Lifestyle Loop
Mapping the consumer purchase path helps marketers identify key points in the decision-making process that connects people with products. As a marketer, you’ve probably heard of the Purchase Funnel, a concept developed at the advent of marketing in the late 1800s. In this chapter, I use the Purchase Funnel as a basis for explaining new marketing models that better reflect the complex interaction between customer and company.
Marketing itself is actually a relatively young field. St. Elmo Lewis’s Purchase Funnel was developed in 1898 and its linear map reflects the simpler consumer times of yesteryear. It’s interesting that a sophisticated enhancement wasn’t presented until 2003 when Hugh Macfarlane wrote The Leaky Funnel.
Now that the world has changed, marketing must change with it. It must ...