The traditional customer funnel is quickly giving way to a more fragmented, dynamic and self-directed journey. Today's buyers move fluidly across platforms, channels and touchpoints-often gathering information, building trust and forming preferences long before brands realize they're in the picture. As AI, creator influence and real-time intent signals reshape how decisions are made, brands must rethink where trust is built and conversion truly happens.
As customers' journeys grow more complex and non-linear, I've found that it's no longer enough to simply appear on multiple platforms: The platforms must be interconnected. A true omnichannel strategy allows business leaders to present customers with a unified and consistent experience across multiple channels and touchpoints. HockeyStack's recent B2B research indicates that the number of impressions and touchpoints required to close a deal increased by 9.5% and 19.8%, respectively, from 2023 to 2024.
The traditional customer journey has evolved to capture the complexity of how today's consumers discover, purchase, review and become loyal fans of products. On platforms like TikTok, crowded by bingeable creator unboxings, high-value influencer reviews and consistent content loops, the journey consumers take has evolved into an "infinity loop," a circular process that consumers continuously cycle through. In this loop, consumerism is at an all-time high; you can buy products with a simple tap, and then they're on their way to you.
The digital transformation has led to 'popcorn thinking,' which has indirectly shaped a non-linear journey. Potential customers navigate circular loops, freely entering or exiting any phase.
