For decades, marketing leaders guided buyers through a neat sequence from awareness to purchase. Today, that linear funnel model is breaking down. Buyers now chart their own course — jumping between channels, self-educating via digital content and often engaging sales late, if at all.
As buyers became harder to corral into a predictable path, marketers tried to compensate. In response, companies are frantically multiplying touchpoints….
This explosion of activity reflects an omnichannel reality: the customer’s path to purchase is no longer a straight line but a complex web of on-demand interactions across digital and physical channels. But the surge in activity hasn’t solved the problem. In many cases, it highlights how poorly the funnel aligns with today’s buyer behavior.
— Read on martech.org/why-todays-buyer-journey-no-longer-fits-the-funnel/
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