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Chapter 5: Week 2: The Social Feedback C... > Consideration and the Purchase Funne...

Consideration and the Purchase Funnel

Smart marketers have not only picked up on the application of the social web as a presence point but have also found ways to use it to advance their interests by tapping into the consideration phase of the purchase process, something out of their reach with the traditional tools of marketing. How they’ve done this is what this section is all about.

The classic purchase funnel referenced in Chapter 3, “What Is Social Media?” is back. Figure 5-1 shows the purchase funnel and buying phases of awareness, consideration, and purchase. Consideration links the buying-process activities, connecting awareness and purchase. Consideration is the research phase of the purchase process, where a consumer thinks through the purchase. Value, performance, applicability, and reputation are all considered factors surrounding a potential purchase.


  

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