""I think the biggest change is the lack of rigidity, which I think is a good thing in that sort of classic funnel marketers always like to talk about. What we're seeing, or have seen over the last few years, is that channels can play any role. And that's brilliant from a planning point of view, because it gives us creativity. It gives us flexibility to kind of do more interesting things, rather than the sort of classic broadcast-to-narrowcast targeting that we used to do.""
""There is obviously still value in funnels as a way to frame thinking," he said. "But I'd definitely say that things are way more connected and collapsed. It's very difficult to say that is the only way to think about media and marketing. In a world where, if you give your money to Google, they don't really think of funnels at all - they'll say, 'Well, take a demand gen campaign and just give it to us all' a"
The classic linear awareness-to-conversion marketing funnel no longer aligns with modern customer behavior. Channels can perform multiple roles across fragmented journeys, enabling creative, flexible planning beyond traditional broadcast-to-targeted models. This flexibility increases complexity for measurement, planning and budget allocation, requiring integrated approaches and new metrics. TV retains situational effectiveness, while retail media and influencers are growing as influential channels. Platform-driven demand-generation approaches blur funnel stages, and artificial intelligence is set to reshape planning, targeting and campaign allocation. Marketers must adapt integration, measurement and investment strategies to reflect connected, non-linear media interactions.
Read at The Drum
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