Materi 17 - Digital Marketing Lanjutan

Marketing Funnel Engineering

Bukan sekedar AIDA. Modern funnel TOFU MOFU BOFU dengan content mapping dan conversion goal per stage.

Durasi 26 Menit Level intermediate Kurikulum 30 Materi

1. Funnel Modern

Tradisional AIDA (Attention Interest Desire Action) tapi reality lebih kompleks. Modern funnel: TOFU (Top of Funnel - awareness), MOFU (Middle - consideration), BOFU (Bottom - decision). Plus loyalty dan advocacy stage di after purchase.

2. Content Mapping

Setiap stage butuh content berbeda. TOFU: blog SEO, social media, ads awareness, video edukasi. MOFU: ebook, webinar, comparison guide, case study. BOFU: demo, free trial, testimonial, pricing page. Loyalty: newsletter, community, exclusive offer.

3. Metric per Stage

TOFU: reach, impressions, video views. MOFU: lead generation, content downloads, email opens. BOFU: trial signup, demo request, conversion rate. Loyalty: NPS, repeat purchase, referral. Beda goal beda KPI.

4. Funnel Audit

Hitung conversion antar stage. TOFU ke MOFU 5 persen. MOFU ke BOFU 10 persen. BOFU close 30 persen. Multiply: 5 x 10 x 30 = 0.15 persen overall. Identifikasi stage paling lemah, fokus perbaiki situ. Compounding effect besar.

5. Multi-Touch Attribution

User tidak convert dari 1 touchpoint. Rata-rata 8-10 touchpoint sebelum purchase. Pakai multi-touch attribution: linear, time decay, U-shape, data-driven. Ini ngubah cara budget allocation antar channel.

Tugas Praktik

  1. Map content yang ada di setiap stage funnel
  2. Hitung conversion rate antar stage
  3. Identifikasi 1 stage paling lemah dan brainstorm fix
  4. Pelajari Google Analytics 4 attribution
  5. Buat content calendar dengan funnel stage tagging

Rangkuman