{"id":8478,"date":"2025-05-13T01:41:37","date_gmt":"2025-05-13T05:41:37","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/05\/13\/traditional-marketing-funnels-just-dont-work-and-social-is-the-reason-why-and-also-the-solution-to-a-better-way-forward\/"},"modified":"2025-05-13T08:37:35","modified_gmt":"2025-05-13T12:37:35","slug":"traditional-marketing-funnels-just-dont-work-and-social-is-the-reason-why-and-also-the-solution-to-a-better-way-forward","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/traditional-marketing-funnels-just-dont-work-and-social-is-the-reason-why-and-also-the-solution-to-a-better-way-forward\/8478\/","title":{"rendered":"Traditional Marketing Funnels Just Don\u2019t Work and Social Is the Reason Why\u2014and Also the Solution to a Better Way Forward"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jennifer Quigley-Jones, CEO, Digital Voices<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today, influencers and social commerce drive both culture and customer demand. Which is to state the obvious that all of us know\u2014even if we\u2019re not talking about it\u2014and that\u2019s that today\u2019s customers don\u2019t act the same as those of eras gone by. All to say that traditional media and traditional marketing aren\u2019t primary forces anymore. And so, if you\u2019re a brand\u2014any brand\u2014it\u2019s time you take note.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.forbes.com\/councils\/forbestechcouncil\/2025\/02\/28\/the-great-gen-z-chase-the-biggest-online-spending-power-in-history\/\">Gen Z<\/a> spends three hours on social every single day. To capture them\u2014and their dollars\u2014brands need to pique curiosity, saturate feeds and simultaneously build community to win hearts and market share.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The funnel we&rsquo;ve come to know is broken.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The traditional marketing funnel\u2014awareness, consideration and decision\u2014served us well as the go-to model for brands to reach consumers. Marketers relied on linear, predictable steps, but in today\u2019s context, this funnel <a href=\"https:\/\/www.affiversemedia.com\/is-the-marketing-funnel-becoming-outdated\/#:~:text=Critics%20argue%20that%20the%20classic,the%20journey%20is%20rarely%20straightforward.\">oversimplifies<\/a> how consumers make decisions today, in an era where they have instant access to reviews, comparisons and also social proof.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because today, trends are fleeting, consumer attention is short, and the path to brand loyalty is anything but straight. The truth remains that customers make purchasing decisions based on emotions, social proof, and rapid trend cycles. Brands need to orchestrate multiple touchpoints that work together seamlessly, meet consumers where they spend time, engage them at every stage in the journey, and maintain relevance even after the sale.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Here&rsquo;s a better way forward.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Today, there\u2019s no linear \u201cstart\u201d and \u201cend\u201d point, as each touchpoint works alongside the others. By tapping into all of these, all at once, you\u2019re positioned to ensure that the \u201cpurchase\u201d stage doesn\u2019t fall off and away.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>First up, the Discovery Stage.<\/em><\/strong><strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/strong>This is where you introduce your product and its story to your audience for the very first time, shaping first impressions and setting the tone for how a product will be perceived.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Given the overwhelming amount of content across social platforms, it\u2019s essential to identify the specific channels and spaces where a brand&#8217;s target demographic is most engaged. That could mean capturing attention through YouTube or CTV ads, or perhaps immersion in niche communities on TikTok, where hyper-targeted conversations and trends are the norm.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By getting to know these spaces, brands can thoughtfully place their messages where they\u2019re most likely to generate impact\u2014ensuring their story is seen by the right people and within the right context.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Next up, t<\/em><\/strong><strong><em>he Hype Stage.<\/em><\/strong><strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/strong>Flooding social feeds with influencers showcasing a product is an effective way for brands to create the impression that everyone is using and loving their brand. It\u2019s how you create FOMO\u2014and inspire action.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By positioning the product as a must-have, influencers generate a sense of urgency that encourages audiences to further amplify the buzz. Brands should leverage a mix of influencer content and <a href=\"https:\/\/www.forbes.com\/councils\/forbesbusinesscouncil\/2024\/07\/29\/the-power-of-ugc-user-generated-content\/\">user-generated content (UGC)<\/a> in paid and organic social media placements to make the product virtually unmissable.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>The Purchase Stage.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/strong>A buying experience must be seamless\u2014full stop\u2014and that falls on the retailers to deliver. Plus, there are bonus points to be had for any brand who can surprise and delight. To convert first-time buyers to repeat customers, smart brands are either making purchasing user-friendly, thanks to social commerce via Shopify\u2019s Shop app, listing on delivery apps, offering buy now pay later, rewarding loyalty, and providing free shipping offers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Last but not least, the Community Stage.<\/em><\/strong><strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/strong>Community is everything\u2014and always will be. This is where brands turn customers into advocates who consistently celebrate and recommend their products. But today, word of mouth doesn\u2019t just mean verbal recommendations. Brands need to make it easy to save and share product videos and mentions with friends in private chats and across social platforms. And in the offline realm, savvy brands are hosting in-person events to build a sense of community and celebrate and reward their customers.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Remember, relevance is a long-term game.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">While focusing on one product can spark an obsession, it\u2019s not enough to shape culture which is essential toward building a lasting brand. An always-on content strategy\u2014which reflects a brand\u2019s values\u2014is key toward ensuring you stay connected with audiences so they feel top-of-mind. This is how you reinforce identity and generate real brand love.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An always-on content strategy\u2014which reflects a brand\u2019s values\u2014is key toward ensuring you stay connected with audiences so they feel top-of-mind.<\/p>\n","protected":false},"author":7,"featured_media":8479,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-8478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Traditional Marketing Funnels Just Don\u2019t Work and Social Is the Reason Why\u2014and 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