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A tried and true conceptual framework for marketing, the "sales funnel" or "purchase funnel," has enjoyed a kind of renaissance. Not surprising. Although articulated more than a century ago, the "sales funnel" feels as though it were invented to illuminate e-commerce.
The online store potentially exercises control over the "buyer's journey"—another reborn concept—that no brick-and-mortar store ever achieved. The "funnel," of course, is a metaphor for the guided steps ("journey") by which a potential buyer becomes aware of a product or service, becomes attentive to it, appreciates its value, seeks out additional information, chooses a place that sells it, and buys it.