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Ana Maria Mircea, IAA Young Professionals Member, Romania Chapter

From funnel to flywheel marketing; Good is the Enemy of Great

If you are one of the many marketers who are in search of creative and intelligent solutions for their business, you are probably more than familiar to the component parts of the marketing funnel: awareness, interest, evaluation, decision and purchase.

But the big disadvantage of this linear concept is that it works until the buyer's first conversion. And here comes the question: what's going on in the customer journey, what experiences do the brands offer after the successful start represented by a first conversion?

The marketing funnel has prioritized the importance of marketing and sales strategies, instead of customer service strategies. In this manner, the marketing and sales strategies have an important contribution to creating a customer experience designed to lead to loyalty and, consequently, transform a business into a growth tool.


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