Insight/ Strategic Planning

How Inbound Marketing Aligns With The New Purchase Loop

In 1898, Elias St. Elmo Lewis developed the Purchase Funnel, the now familiar pathway customers travel from consideration to purchase. There are four steps in the process that have always been integral to every CMO's approach to marketing: Awareness, Interest, Desire, Action. While this purchase funnel has served marketers well over the years, a recent study conducted by Latitude found 87% of consumers now travel a less linear, more complex pathway to final purchase. The study identified six behavioral or mental states a buyer experiences when considering a purchase.

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