Funnel
The customer journey from awareness to purchase. Top of funnel = brand discovery. Middle = consideration. Bottom = conversion.
What is a Marketing Funnel?
A marketing funnel describes the stages a customer goes through from first hearing about your brand to making a purchase. It's called a "funnel" because many people enter at the top, but fewer convert at each stage.
The Three Stages
Top of Funnel (TOFU) — Awareness: The prospect doesn't know your brand yet. Goal is to get in front of them. Tactics: social media ads, TikTok content, blog articles, influencer partnerships.
Middle of Funnel (MOFU) — Consideration: They know your brand but haven't decided to buy. Goal is to build trust and educate. Tactics: retargeting ads, WhatsApp follow-up, product demos, reviews.
Bottom of Funnel (BOFU) — Conversion: They're ready to buy. Goal is to remove friction and close the sale. Tactics: discount offers, cart abandonment messages, live chat, easy checkout.
Why Every Stage Matters
Many Malaysian SMEs only run BOFU campaigns (discounts and promotions) without investing in awareness. This creates a leaky funnel — not enough new prospects entering the top to sustain growth.
Apply this with MarketOS
AI content, ads, SEO, CRM — built for Malaysian SMEs.