Awareness Stage Capturing Attention & Generating Interest

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In mid-2025, the Awareness stage of the marketing funnel focuses on capturing the attention of potential customers who may not yet know your brand or product.

Tactics: SEO (blog content, keyword-optimized Shopee listings), social media presence (engaging Reels/TikToks), native advertising, brand awareness campaigns (display ads, influencer marketing), PR.
Goal: Increase visibility, drive traffic, and introduce your brand/products to a broad audience.
Metrics: Impressions, reach, website traffic, social media followers, brand mentions.
2. Consideration Stage: Nurturing Interest & Building Engagement
Once aware, the Consideration stage in 2025 aims to nurture interest and build engagement with potential customers. They are researching solutions and comparing options.

Tactics: Content marketing (in-depth blog posts, comparison guides, video tutorials), email marketing (welcome series, lead magnets), retargeting ads (displaying viewed products), webinars, product reviews/testimonials.
Goal: Educate potential customers, showcase shop product benefits, address pain points, and build trust.
Metrics: Engagement rate, time on site/page, email open/click rates, retargeting ad CTR, lead conversions.
3. Conversion Stage: Driving Purchase & Optimizing Checkout
The Conversion stage in 2025 is where potential customers make the decision to purchase. This stage requires minimizing friction and maximizing persuasive elements.

Tactics: Clear calls-to-action (CTAs), optimized product pages (high-quality images/videos, detailed descriptions, social proof on Shopee listings), discount offers, flash sales, abandoned cart recovery (email, WhatsApp, SMS), live shopping events.
Goal: Turn prospects into paying customers.
Metrics: Conversion rate, average order value (AOV), sales revenue, cart abandonment rate.
4. Retention Stage: Fostering Loyalty & Encouraging Repeat Purchases
Beyond the initial sale, the Retention stage in 2025 focuses on fostering customer loyalty and encouraging repeat purchases.

Tactics: Post-purchase email/WhatsApp sequences (thank you, delivery updates, review requests), loyalty programs, exclusive discounts for repeat buyers, exceptional customer service, community building (private groups, forums).
Goal: Increase customer lifetime value (CLV), reduce churn, and build a loyal customer base.
Metrics: Repeat purchase rate, CLV, customer satisfaction scores (CSAT), churn rate, retention rate.
5. Advocacy Stage: Turning Customers into Brand Promoters
The final, crucial stage in 2025 is Advocacy, where satisfied customers become active promoters of your brand.

Tactics: Referral programs (incentivizing sharing), encouraging user-generated content (UGC contests, testimonials), social media mentions, brand ambassador programs, actively responding to and amplifying positive reviews.
Goal: Generate organic word-of-mouth marketing, build brand reputation, and acquire new customers through trusted recommendations.
Metrics: Referrals, social shares, positive reviews, brand sentiment, mentions on social media.