Digital Marketing Framework

Methods of online marketing or digital marketing have various approaches and channels to present brands or products/services to reach target audiences. These are the “resources” that businesses can utilize.

But how? How will we manage those resources to run the marketing fully until we get customers or close the sale in the end?

Below, we will delve into what is called “Framework” or “mental framework,” which are commonly used in Digital Marketing, to understand how to choose and for what purposes.

What is a Digital Marketing Framework and what should you know about it?

Digital Marketing Framework is a conceptual framework for online marketing. The role of the framework is to serve as a guideline that we can follow, utilizing existing resources such as Marketing Messages, content, or Marketing Channels to bring the brand or products/services to the target audience (conversely, it also guides customers to find the brand).

In Digital Marketing, there are three widely used frameworks, which are:

• Sales Funnels
• AIDA
• Inbound Marketing Flywheel

Each framework is like a different approach to implementing Digital Marketing. We can choose to use each framework according to our specific objectives or combine them as needed.

Let’s take a look at how each Framework has its own principles and concepts for usage, and at the end of the article, we’ll weigh the pros and cons to see which Framework should be used.

Get to know Sales Funnels, the most widely used marketing framework.

Sales Funnel
Image from salesintel.io

Sales Funnel has the shape of a “funnel,” which refers to the sequence of steps in filtering people to eventually become customers.

To illustrate The Sales Funnel is like the process of filtering water in a cone where we add stones, gravel, and sand in layers to filter drinking water. The water poured into the mouth of the cone (Top of Funnel or ToFu) gradually passes through various filter layers (Middle of Funnel or MoFu), and when it reaches the final filter layer (Bottom of Funnel or BoFu), we get clean drinking water, which means quality customers.

So why do businesses need to filter customers? The more customers, the better, right?

In one perspective, just like filtering drinking water, we wouldn’t drink unclean water but would drink water that has been filtered until we are sure it is “drinkable.” On the other hand, there is no way a business can acquire every customer who comes to know the brand through the funnel. It is not difficult for people who see the product, get to know the brand, consider it, and then decide to buy.

The Sales Funnel framework will be used to understand and segment marketing stages to align with the customer’s purchasing decision process.

Explain the components of the Sales Funnel.

Actually, the Sales Funnel is a general term used to refer to the consumer decision-making process (another similar term is “Buying Processes”) that is used worldwide, whether in Digital Marketing or traditional marketing. The framework, which has a “funnel” appearance, can be divided into 3, 4, or even 5-6 stages.

But here, I will explain the most neutral sequence of the Sales Funnel so that you can understand other appearances of the Sales Funnel.

1. Top of Funnel (Awareness)

Top of Funnel (ToFu) or the top part of the funnel is the stage where people or the target audience of the brand get to know the brand, possibly through searches on Google or through advertisements on Social Media.

Compared to other frameworks, at this stage, it is the period when the target audience experiences “awareness” or “Awareness,” both realizing that they have a problem or a need and recognizing that there are certain brands or solutions in the world that might meet their needs.

Case Example: For example, A realizes that they have back pain. So, he searched for back pain remedies on Google.

2. Middle of Funnel (Consideration)

Middle of Funnel (MoFu) or the middle part of the funnel is the next stage after people or the target audience have “recognized” the problem or become aware that there is a solution, which could be the brand’s products or services. At this point, they are considering which solution to choose.

Case Example: A came across numerous articles and videos that suggest ways to relieve back pain, including exercise, yoga, stretching during the day, massage shops, and acupuncture for office syndrome, among others. A is considering which option is suitable for themselves.

3. Bottom of Funnel (Decision)

Bottom of Funnel (BoFu) or the bottom part of the funnel is the stage where people have already decided which solution to choose to solve their problem or meet their needs. Compared to other parts of the funnel, this is the “Decision” stage, where they are now looking for details about the product/service/option and how to use it.

Case Example: A decided to go to a massage parlor first and chose the one closest to home. At this stage, A will look for the price and the way to get to the parlor.

How do we use the Sales Funnel in Digital Marketing?

Image from neilpatel.com

Sales Funnels On the other hand, it is the Buying Stage or the customer’s decision-making process.

From the Sales Funnel diagram above, the right side lists the offers that businesses provide to people at each decision-making stage. This is an idea for interacting with them at the right decision-making stage, or what we call “hitting the right spot.” Send them what they are likely to be interested in and encourage them to move to the next step.

If it is the Top of Funnel or Awareness Stage, what businesses should do is provide knowledge to make them aware that there are alternative solutions or that the brand’s products/services exist, whether through Blog Posts, How-to videos, Infographics, etc., with the aim of making the brand or product known.

If it’s the Middle of Funnel or Consideration stage, it should be knowledge, information, and details that help them decide what to choose and how, or encourage them to make a decision more easily, such as testimonials, case studies, demo videos, FAQs page, etc. It aims to make the brand’s products/services trustworthy. Want to use, want to choose, want to buy

If it’s the Bottom of Funnel or Decision stage, it should be details or a Call-to-Action (something that prompts action, which could be a button or message encouraging action) that helps them decide to choose the brand’s product/service, such as pricing details or a Pricing Page, Free Trial, coupons, etc. The purpose is to facilitate or encourage their decision to become a customer.

Additionally, the Sales Funnel is a marketing framework that businesses should apply when creating content or selecting Marketing Messages that align with the objectives of each decision-making stage. This way, they can communicate with “future customers” (Prospects) appropriately, timely, and contextually, guiding them towards making a decision or purchasing the product in the end.

Get to know the AIDA Model, another perspective that helps understand customers better.

The AIDA Model is the process of people’s purchasing decisions through various emotional stages: Attention, Interest, Desire, and Action. What brands do is send marketing messages or content to capture their attention, liking, and desire, leading to the final purchasing decision.

AIDA Model
Image from blog.hubspot.com

The appearance of AIDA is similar to the Sales Funnel because they share the same conceptual process and both have a conical shape. Generally, the Sales Funnel and AIDA Model are often discussed or explained interchangeably, or understood to be the same thing.

Explain the components of AIDA and how we will use them in marketing.

Using the AIDA Model is similar to the Sales Funnel by encouraging people to move into the next emotional stage and eventually become customers. From the above Framework, we can easily explain what the brand needs to do further.

1. Attention – Make him feel “What is this?”

Attention is a phase where people might not have any interest or desire for something, but when they hear others talking about it or see an advertisement, they might become curious about what it is and why it is interesting.

From the brand’s perspective, it is necessary to “attract attention” to create awareness and make them want to get to know the brand or make a decision. This can be done through content that solves problems or advertisements that capture interest.

2. Interest – Make him feel that this is interesting, “I really like it.”

Interest is the period when people feel pleased and satisfied, which may occur with them beforehand (already interested in the product or brand) or after encountering the brand’s content or advertisement during the “Attention” phase, feeling satisfied with what they received, seeing that the brand’s content/advertisement could be the solution to their problem.

What the brand will do during this period is “generate interest and satisfaction” (Generate Interest), making them feel like they want to learn more. For example, after they read the content from the first stage, how can the brand make them want to stay and think that this is something good and helpful for them, something that resonates with them, or something they have been looking for.

3. Desire – Make him feel “I really like this, I want it so much.”

Desire is the stage where people want and feel the need for the product or solution to their problem. Similarly, in the second stage, they might have already wanted it or their desire has been nurtured from the Attention and Interest stages.

What the brand needs to do at this stage is to “stimulate desire” to push people to want to decide, take action, buy, register, book, etc. This can be achieved by making them feel impressed, that it is worth it, and that this product, this brand, is the solution.

In marketing, this stage can be successful if the brand executes the first two stages well to nurture people until they desire it. This might involve continuously sending them content until they trust or truly understand the problem and see the brand as the solution.

4. Action – Make him decide, “Okay, then I’ll buy it.”

Action is the period when people decide to do something or make a purchase.

What the brand needs to do is bring people to this stage as much as possible, nurture and stimulate their desire until they say, “Okay, I’ll take this.” If it’s content or a marketing message, the brand needs to tell them what they need to do (Call-to-Action) and clearly communicate the value or what they will receive (Offer).

What you need to tell him might be the contact method, purchasing method, payment method, product details, freebies, discounts, etc. It could be a button or a promotional code that encourages immediate decision-making.

The framework we choose for marketing can influence our mindset and approach towards consumers.

Both the Sales Funnel and AIDA Model are often used in content and marketing planning. However, with the “funnel-shaped” framework, we might feel that the final stage is the finish line, and acquiring customers is the ultimate success.

Another framework that encourages us to look beyond just “acquiring customers” is Inbound Marketing, which I would like to introduce to you.

Inbound Marketing Flywheel: A wheel that helps increase the lifetime value of customers to the brand.

Inbound Marketing is an attraction-based marketing approach with a key mindset of “attracting” customers, not “pushing” marketing or advertisements onto them. It is not about stimulating their interest or desire, but rather about “nurturing” and “cultivating” their needs until they reach the decision-making stage.

Additionally, the Inbound Marketing Framework differs from other Marketing Frameworks by having a “flywheel” characteristic that keeps spinning continuously.

Inbound Marketing Flywheel
Image from hubspot.com

The fact that the Inbound Marketing process keeps revolving means that the marketing process or the relationship between the brand and the customer continues indefinitely, not just closing a deal and ending there.

What Inbound Marketing is telling us is to increase Lifetime Value. Once someone becomes our customer, how can we ensure they remain our customer? And how can they (who are already our customers) help refer and find future customers (Prospects) for the brand?

How does the Inbound Flywheel work in Digital Marketing?

The cycle of Inbound Marketing, or attraction-based marketing, consists of Attract, Engage, and Delight. I will briefly explain the concept to give you an overview.

I recommend that you read the Complete Resource on Inbound Marketing Knowledge, which includes detailed explanations of the thought process, methods, and additional questions.

Things needed in the various stages of Inbound Marketing

1. Attract

Attract means drawing people into the Inbound cycle or getting to know the brand through various types of content creation, including advertising to make people aware of the brand or product.

Doing Search Engine Marketing or SEO to rank a website is one of the key strategies of Inbound Marketing to attract people through their curiosity, interest, and needs.

Once people reach the first step, the next challenge is for the brand to interact with them in one way or another.

2. Engage: Interaction Participation

Engage is the process of interaction between a brand and people, which can include conversations, appointments, anything people do with the brand, including making a purchase or becoming a customer.

Techniques related to engaging with people: Brands must create channels to connect with them, whether by inviting them to follow social media channels, subscribe to emails, fill out registration forms for follow-up, or book demo appointments, etc., so that the brand has ways to contact them.

3. Delight: Create impressions and build relationships.

Not just closing deals, the next challenge for Inbound is how to “Delight” or create an impression and build relationships with customers. These matters will start to fall under Customer Service or Customer Relationship Management.

An easy way to nurture customer relationships is to make them impressed and satisfied, so they want to keep being our customers and even invite others to buy and use our products.

Additionally, strategies like “loyalty cards” or “privileges” for existing customers and after-sales services help maintain the relationship, ensuring that customers always think of us as their first choice.

What is the Inbound process telling marketers?

From the three processes in the Inbound Marketing Flywheel, it tells us that “just Marketing is no longer enough!” For doing business

We will see that the three steps do not only involve Marketing but also Sales and Customer Service.

And another important point is that retaining existing customers is crucial — acquiring new customers is always harder and more costly than keeping ‘those who have already chosen us.’

Summary of the Digital Marketing Framework and next steps

Framework is a guideline that helps us work more easily and systematically. Therefore, what we need to do next is to use the Framework to plan our Digital Marketing.

If you ask which one to use and how, the answer is that all these frameworks can be used together. We can either apply them all together or selectively pick some to use. However, we need to be clear about which one to choose and the purpose must be clear. What is the purpose of using this framework? How does it address customer needs and business goals?

Finally When we understand Channels, which are considered Resources in marketing, and are familiar with the Framework, in the next chapter, we will learn about marketing strategy development.