Beyond the Funnel: How Marketing Strategies Are Evolving

Isn't it time we rethink one of the marketing world's buzzwords: the marketing funnel? Today’s digital arena is a far cry from what it was in the 19th century when this models were conceptualised. So, is the funnel a trusty guide, or just a relic that doesn't quite align with our current reality? People, at their core, are driven by impulse, desires and survival. We often hear about consumer journeys as if they're sticking to some scripted path with clear checkpoints. But in reality, buying decisions are rarely that tidy. Have you ever followed a strict sequence before deciding to buy something? Probably not. We live in a time where our reality is digital, endless, and saturated. Consumers are spoiled for choice, and their paths aren't as predictable as before. Impulse drives decisions, not funnels. Are we ready to accept the chaotic truth? Now, don't get it twisted. There's value in these structures. They help us organise, strategise, and communicate our plans. But it's vital not lose sight of our instincts as marketers—and as people. The trick is to connect with consumers personally and deeply, just as they are, not just as data points or stages in a process. So, what does this mean for you? Keep your gut feelings in the back pocket. You, too, are a consumer, after all. When you craft strategies, imagine you’re the buyer. What do you yearn for? What problems does your community face? Look into fulfilling those immediate needs and back those decisions with data. Think of the funnel as more of a helpful tool than a blueprint you have to stick to. Let it guide you, but don't let it confine you. And be open to letting it evolve as your audience evolves. Adaptation is key. Bottom line? Keep focusing on genuine connections with people. Markets are built on relationships, after all. Until next time, Shanee Singam

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