McKinsey found out that due to the increased media and the empowered consumer the purchase funnel as we know is not valid anymore.

According to David Court of McKinsey the current purchase funnel is not valid anymore because:
1. New technology and media
2. The empowerment of the consumer, who actively searches for information and opinions about the product and brands.

The old funnel is linear and goes from wide to small. Consumers evaluate a lot of brands and in the end the last remaining brand is selected. This theory does not match the current sales process. McKinsey states that it is more circular and calls it a "Decision Journey". The following steps are made:
1. Consideration
In this step the consumer has a small list of bands to choose from. Due to the large amount of channels and information the customer blocks all this information. Therefore is is very difficult for brands to enter this list.

2. Active evaluation
The customer actively searches for information about te product and opens up for messages from channels and adds new brands to the list. Instead of the current funnel is widens in this phase. Opinions of relatives, friends and weblogs are very important in this phase.

3. Closure
This is the buying phase. This is an important moment for brands to be visible because the final decision of brand is made in this phase. That’s why brands should be very visible in the shops.

4. Post Purchase experience
This is the last part of the circle. The post purchase experience determines the type of loyalty: active or passive loyalty. Active loyalty means the customers do not consider other brands. With passive loyalty the consumers starts with the loyal brand but considers soon all other brands.

What does this mean for the brands?
McKinsey states that companies that do not take this journey into account a lot of money spoils or alienates from their customers. Companies aiming for the first phase waste their money. This is also the case for companies that do not match the information in the second phase.

McKinsey suggests "Consumer driven marketing by vehicle". In the after sales phase companies should provide customers with extra information and training about their products. In defining the most important touch points, two types are mentioned:
1. Company driven: advertisement
2. Consumer driven: customer actively searches for information on the web and talks to friends and family.

2/3 of the most important touch points are consumer driven.
The message to the companies is that they should be present at weblogs and conversations outside the company!

Look at the video "The consumer decision journey" where David Court explains the purchase funnel. Take care: this video consists of 3 parts. You can start the second part by clicking on the link "What marketeers should know" at the right hand corner in the frame.

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Jörgen Sandig, 03 Jul 2009 - 9:19, 1107x read