The Funnel That Forgot Reality
Marketers still talk about “top-of-funnel” and “bottom-of-funnel” as if people move through brand experiences like marbles down a chute. But today’s buyers zigzag across channels, devices, moods, and micro-moments. They don’t progress; they oscillate. They compare, consult, and return—often after AI-driven reminders they never asked for.
Moments, Not Stages
Media buyers who cling to sequential logic miss the way attention actually behaves. Journeys now unfold through moments of intent: a 15-second scroll, a podcast mention, a coworker’s Slack link. These aren’t steps—they’re sparks. The winners engineer media that connects those sparks into momentum.
“Funnels were designed for pipelines. Audiences are ecosystems.”
Adaptive Buying Strategies
- Real-time sequencing: Use AI to rearrange creative based on behavior, not assumptions.
- Cross-context targeting: Follow signals of curiosity, not channels of convenience.
- Feedback loops: Treat every impression as data for the next one.
The new objective isn’t conversion—it’s continuity. Every interaction should make the next one easier, smarter, or more relevant.
What Media Buyers Can Do Now
Replace funnel metrics with journey density—how many meaningful interactions occur per user over time. Measure flow, not fallout. When strategy mirrors human behavior, budgets work harder and creative resonates longer.
The funnel is dead. The future is fluid.