If you are teaching or researching digital marketing, you have heard of funnels for years. You have seen different funnels where marketing leads and sales leads where mentioned. But recently, we are seeing a movement from funnels to flywheels as they are more energetic and they keep spinning, rather than leaving the customer as an outcome. I would like to hear more your opinions about your preferred terminology. Thank you!
No matter how energetic flywheels may be, still I will remain faithful to the funnel, as it visualizes the leads, conversion and reflects marketers' efforts. Or Asli Cazorla Milla you could share good example how to reflect that there?
Yes, I concur! I still prefer the good old funnel, though I am seeing an increase in flywheel usage!
Dear Anna Tarabasz and Rodney Duffett Thank you for your contributions. I was a true believer of the funnels as well. However the following article by Meyer makes great contributions to the discussions, highly recommended to read:
Meyer, D. (2019). The marketing funnel versus the flywheel: Generating consistent leads through a new model of engagement. Journal of Digital & Social Media Marketing, 7(2), 106-114.
It really depends on the purpose of the mapping. If you’re trying to map organizational needs, resources etc. then funnel works well. If however you’re seeking to build customer acquisition, retention and loyalty maps (overall engagement and experience) they flywheels much better. I’d also recommend looking at a hybrid model of traditional funnel married to McKinsey’s Loyalty Loop which is a much more accurate reflection of customer experience.
Thank you Philip Graham for your insight. I will make sure to have a look at the Loyalty Loop.
Given that these are both metaphors, I actually like the idea of a whirlpool--a spinning funnel. Without angular momentum, it generates no depth and no activity. But ultimately, the only thing that matters is what shoots out the bottom and becomes a sale!
Dear Dr Asli Cazorla Milla , particularly I prefer the flywheel model because ties business growth to customer success. Effort is sustained or increased incrementally throughout the customer experience. Simply put, a flywheel model will aim to adjust business processes to fit the needs and desires of customers, because they make up the biggest driving force to success. However, the funnel model is also recommended by some specialists.
If you divide your funnel into stages or phases (awareness, interaction, sales) and then analyze the transition from one phase to the next, you will find that it performs very much like a flywheel in showing what you need...and what you need to improve.
Dear Leonardo Mataruna , thanks for sharing your thoughts. I concur!
Dear Dr. Asli Cazorla Milla, I prefer the flywheels model, in me experience with customers around the world, the customer experience is a virtuous circle.
Dear Skania Geldres-Weiss , thanks for bringing your expertise into the discussion. I agree with you!
I'm not sure if it has to be a decision between the two models.
In my opinion you can also combine these:
A funnel should be used with potential customers / leads. The transition from the lead to a customer should also be the transition from the funnel to the flywheel. Because already during this transition (from lead to customer) I have to think about how I can continue to inspire my customers in order to do business with them in the future.
- Badges
- Science topic
- Similar topics
- Correction