Remember the Old Way?
Once upon a time, marketing felt like a straight road. You’d slap an ad in a magazine, maybe buy a TV spot, and then wait for customers to come knocking. It was all about shouting your message from the rooftops and hoping someone heard it. That was the age of the linear marketing funnel, where the journey from “Hey, I know this brand” to “Take my money!” seemed simple. Awareness, Interest, Desire, Action — boom, done! But life isn’t a straight road, is it? And neither is marketing anymore.
Welcome to the world of loops, twists, and turns — the modern marketing circle. It’s not just about leading people down a path anymore. It’s about creating experiences, building relationships, and keeping the customer engaged at every twist and turn. Let’s dive into this exciting new way of looking at marketing, step by step.
Unlike the classic AIDA funnel, the modern digital marketing circle recognizes that people don’t think or act in straight lines. They explore, compare, pause, return, and even loop back before they make decisions. Here’s a breakdown of this cyclical journey:
This is where it all begins — catching someone’s attention. Instead of shouting your message, think of this as a chance to gently nudge people into noticing your brand. It could be through Instagram ads, SEO-optimized blogs, influencer collaborations, or even viral TikTok videos.
Channels/Actions: Online PR, Display Ads, YouTube, Facebook, Content Marketing, Community Management, Instagram.
Tip: Use storytelling! People love narratives that they can relate to. Instead of just showing off your product, tell a story about how it solves a real problem.
Keywords to include: brand awareness, content marketing, SEO, attention-grabbing ads, storytelling.
Okay, now that you’ve grabbed their attention, it’s time to make them stay. This stage is all about creating intrigue. Use educational content, email newsletters, and interactive social media posts to keep them hooked.
Tip: Experiment with quizzes or fun polls. For example, “What’s your marketing personality?” These tools are perfect for engagement and data collection.
Channels/Actions: More Social Media, Google Ads, Local Content Marketing, SEO.
Keywords: email marketing, engagement tactics, social media quizzes, interactive content.
At this point, your audience is thinking, “Hmm, this brand seems cool. Should I buy from them?” They’re probably comparing your offering with others. Reviews, testimonials, and free trials are your best friends here. Oh, and don’t forget those “how-to” YouTube videos. They’re gold.
This is where the Research & Discovery Loop comes into play. Before making a final decision, customers often dive deeper into your product by researching competitors, reading reviews, or engaging with more detailed content.
Internal Loop: Research & Discovery
During this loop, potential customers evaluate your brand and products more closely. They compare features, reviews, and case studies, engage with additional content, and sometimes return to the Consideration stage multiple times until they’re ready to move forward.
Tip: Use retargeting ads to gently remind users of their interest without being pushy. Think “We noticed you liked this! Here’s more.”
Keywords: customer trust, testimonials, retargeting ads, consideration stage marketing.
This is where the magic happens! Your potential customer finally decides, “Yes, I want this.” The smoother this stage is, the better. Think clear CTAs (calls to action), optimized landing pages, and a simple checkout process.
Tip: Add urgency — like limited-time offers or low-stock alerts. But keep it authentic. No one likes fake scarcity.
Channels/Actions: Email Marketing, Influencer Marketing, Website (CRO & UX), and Direct Conversion Strategies.
Keywords: purchase decisions, optimized CTAs, landing page conversions, urgency marketing.
Here’s where the modern marketing circle really shines. After someone buys your product, their journey doesn’t end. You want them to come back again and again. Think loyalty programs, thank-you emails, and stellar customer support. Create such an amazing experience that they can’t help but tell their friends about you.
Key Focus: Providing support, answering questions, and delivering great customer service to ensure satisfaction.
💡 Tip: Use surveys to ask, “How did we do?” This makes customers feel valued and gives you insights to improve.
Keywords: customer retention, loyalty marketing, post-purchase engagement.
Once customers are satisfied with their purchase, they enter the Loyalty Loop. This is the stage where they become repeat buyers and advocates. They’re likely to share your brand with others, return for new offers, or refer friends.
The Loyalty Loop forms the final piece of the circle, feeding back into the Awareness and Consideration stages. Loyal customers create a constant flow of new awareness as they recommend your brand or engage with new content.
Internal Loop: Loyalty Loop
The Loyalty Loop closes the cycle and strengthens the ongoing relationship with your brand, ensuring that satisfied customers return to Awareness and Consideration whenever they need your services again.
Tip: Encourage repeat purchases with rewards, referral bonuses, or exclusive offers.
Keywords: repeat purchases, customer loyalty, brand advocacy, referral marketing.
The modern buyer’s journey is full of micro-loops. For example:
Tip: Create content for every stage of the loop. FAQs, testimonials, and user-generated content (UGC) can keep the circle moving.
The Shift from Funnel to Circle: Why It Matters
The traditional marketing funnel assumed customers would take a straight path from point A to point B. But today’s consumers are savvier, more distracted, and more informed. The marketing circle acknowledges these realities, offering flexibility and inclusivity at every stage.
Here’s why it works:
Keywords: modern marketing lifecycle, customer advocacy, continuous engagement.
Ready to put this into practice? Here’s a simple step-by-step guide:
Pro Tip: Always think about the bigger picture. Instead of asking, “How do I get more sales?” ask, “How do I create a better customer journey?”
The modern digital marketing circle isn’t just a strategy — it’s a mindset. It’s about embracing the non-linear, unpredictable, and exciting journey of today’s consumers. So, let’s leave the old funnel behind and step into the loop. Ready to create your own marketing circle? Let’s go!
Stay tuned for more Marketing Lessons with Oxygen Plus AI. Next week, we’ll dive into building the perfect awareness campaign. Until then, happy marketing!