Have you heard of the “dark funnel”? It’s a term used in the world of digital marketing to describe the unknown path that leads a consumer from initial awareness to purchase.
Unlike the traditional marketing funnel, which outlines the various stages of the customer journey, the dark funnel is a mystery. It’s the part of the process that happens behind the scenes, outside of the control of the marketer.
For example, let’s say a consumer sees a social media ad for a new product. They might click on the ad, visit the company’s website, and then leave without making a purchase. But later on, they might do a Google search for the product and end up purchasing it from a different website.
This is where the dark funnel comes into play. The marketer has no way of knowing what happened between the initial ad impression and the final purchase. They can only see the end result.
So, how do you navigate the dark funnel? Here are a few tips:
- Utilize retargeting ads: By placing a cookie on the consumer’s browser, you can show them targeted ads as they browse the web. This can help bring them back to your site and increase the chances of a purchase.
- Use Google Analytics: This tool can give you insight into the consumer’s journey, including what websites they visited before landing on your site.
- Make it easy for the consumer to purchase: Provide multiple payment options, clearly display pricing and shipping information, and offer a smooth checkout process to make it as easy as possible for the consumer to complete the purchase.
The dark funnel may be a mysterious part of the marketing process, but with the right strategy and tools, you can increase your chances of success.
