For decades brands have operated on the basis of the traditional purchase funnel – Awareness, Interest, Desire, Action and Purchase. All we had to do was to use a variety of marketing tactics to drive those potential customers down the sales funnel into the final action of a purchase. Post purchase, we were basically off the hook.
But today, the consumer is a continuously connected person. The sales funnel has been turned on its head when the consumer makes their voice (post-purchase) more important and influential than ever.
More specifically, the pervasive nature of smartphone usage and the customer’s adaptation to voicing their opinion on social platforms, using their mobile device is the crux of the new consumer behaviour.
Post purchase, we now need to have a keen eye on our customers’ usage, continued usage, and user experience with our products because what they say about our product or service matters. They have the power to voice their opinion, they want to voice their opinion, and they have the power to influence their friends, family, colleagues, followers, and connections en masse.
Of course, it is no surprise that research shows that today’s consumer trusts recommendations from their friends in huge proportion over the brands themselves. Makes perfect sense. So, that puts more pressure on the new marketing funnel where a customer MUST not only buy our product but use it, love it and advocate for us.
In simpler terms the inverse funnel is: Buy, Use, Love and Endorse