For over one hundred years, brands have been tailoring their marketing to the four-step purchase funnel developed in 1898 by Elias St. Elmo Lewis. The familiar steps are awareness, interest, desire and action. Simple. Straight-forward. And has served marketers well for a century.
Well now it's out of date. According to new research conducted by Latitude, 87 percent of consumers no travel a less linear, more complex pathway to final purchase. And there are new steps in the process which include openness, realized want or need, learning and education, seeking idea and inspiration, research and vetting...and post-purchase evaluation and expansion.
Check out this in-depth article I wrote for HubSpot that details the new process and how brands can fine-tune their marketing for each individual step.