A visual representation of the customer journey from initial awareness of a product or service through to final purchase and beyond.
The funnel metaphor emerged in the early 1900s with advertising pioneer E. St. Elmo Lewis's AIDA model (Attention, Interest, Desire, Action). The visual funnel shape became popular in the 1960s to illustrate how prospects narrow at each stage of the buying process.
Modern sales funnels have become more complex and non-linear due to digital touchpoints - customers might enter and exit the funnel multiple times, research independently, and influence each other through reviews and social media. The traditional wide-to-narrow funnel is evolving into more of a 'customer journey map' with multiple pathways.
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