The document compares pre-Internet and Internet sales conversion models. The pre-Internet model featured a sequential awareness-consideration-decision-purchase process where stages occurred separately, while the Internet model features an overlapping non-sequential funnel with a compressed awareness to purchase cycle where the consumer experiences the brand virtually and is in more control of a shorter process.

1. Pre-Internet vs. Internet Sales Conversion Models
Pre-Internet Model
Awareness Consideration Decision Purchase
• Advertising was influential in moving consumers through a sequential process–from awareness to purchase
• Awareness, consideration, and decision stages often occurred in separate environments from the purchase stage
• Media environment and audiences were less fragmented and volatile
• Marketer in control
• Longer process
Internet Model
Awareness Consideration
Purchase
Decision
• Overlapping, non-sequential sales funnel
• Compressed awareness to purchase cycle
• Brand can be experienced “virtually”in a self-contained Web environment
• Advertising less important than word of mouth, viral marketing, and social media influences
• Consumer in control
• Shorter process