Most marketers are familiar with the concept of marketing or sales funnel. It’s a model that breaks down the various stages of a customer’s journey with a particular product or company. The funnel begins with leads entering a stage of general awareness, and ends with those leads converting into customers.

But as marketing efforts have shifted to focus on digital and mobile efforts, the original marketing funnel concept (developed all the way back in 1898) has had to shift as well. The mobile marketing funnel represents the new customer journey, which is much less simple and has become more complex and individualized. The team at CleverTap put together this guide on the stages and tactics of the mobile app marketing funnel, and ways that marketers can capitalize on each.