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A Marketing funnel is a consumer focused marketing model which illustrates the customer journey towards the purchase of a product or service.


Most people agree that the funnel follows the A.I.D.A model which is awareness, interest, desire, action and adjustment also known as AIDA.


Let’s go through each step and illustrate the customer’s journey.

First up is awareness.

The consumer has to be aware of two things: their problem and your solution.

The key to successful awareness is consistently addressing your target demographic. Define your brand and use multiple platforms to deliver your message.


Next is interest.

In this step, the consumer begins to explore products and services available to them. In order to maintain interest you need to provide relevant information that will create desire, and make sure your message is tailored to your audience's needs.

Then there’s desire or consideration.

In this stage the consumer wants to make a decision, but hasn't fully committed yet.

Don't overwhelm the prospect with information, just give them enough to keep them moving along.

Next is action.

This step is really simple. Basically, the customer either buys or doesn't. If you have executed the previous steps right then the customer will most likely buy!

Finally there is advocacy.

Advocacy is not typically included in the AIDA model because it takes place after the sale but it is still important. This is the stage where most companies fall flat.

Advocacy determines whether the consumer will be a repeat customer or recommend your company to others. The goal is to have high retention by keeping your customers loyal and happy.


Using the AIDA model in your company’s practices will help elevate your company or brand to the next level.

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