How to Ditch The Funnel
The funnel doesn't reflect how people actually move through decisions
Not every customer moment is the same—so why treat them like they are?
People act differently depending on what they’re doing and where they are. Whether they’re scrolling on social, streaming a show, searching for something, or ready to shop—each behaviour calls for a different approach.
But too often, brands use the same media tactics and tech across the board, missing the mark.
The old-school funnel doesn't reflect how people actually move through decisions anymore—it’s time marketers ditched it.
There’s a better way. By aligning your media, marketing, product strategy—and tech stack—with how your customers actually behave, you’ll create smarter, more effective experiences.
Let’s break it down:
1. Experience Phase: Out and About
User Behaviour: Passive awareness. People are commuting, walking, or in public spaces—not actively looking for your brand.
Channels: OOH (billboards, transit), Radio, Linear TV
Objective: Build mental availability
Marketing Focus:
Big, emotionally resonant storytelling
Repetition and memorability (e.g. jingles, simple brand cues)
Media Focus:
High-reach media buys, contextual placements (e.g. radio in traffic jams)
Brand lift measurement tools
Product Focus:
Match the promise in ad with actual user experience later (e.g. smooth onboarding after scanning QR)
Mar/Ad Tech Stack:
Attribution via geo-lift or brand surveys
QR codes with UTM tracking
CDP to capture and retarget later
Example: Uber Eats’ “Tonight I’ll Be Eating” TVC campaign builds emotional recall, which later translates to app installs and orders during high-intent moments.
🎬 2. Streaming Phase: Lean-Back Entertainment
User Behaviour: Passive consumption. Users want to relax, not buy.
Channels: YouTube, BVOD, SVOD with ads (e.g. Netflix Ads), Online Audio (Spotify Free)
Objective: Seed interest and introduce value
Marketing Focus:
Soft CTA, brand building with immersive video or audio
Episodic or narrative-style ads
Media Focus:
Attention-based bidding (e.g. YouTube CPMs)
Frequency caps to avoid burnout
Product Focus:
Let people explore—think wishlists, trial modes, or reminders
Mar/Ad Tech Stack:
DSPs for programmatic video/audio buys
SSPs for premium inventory
CDPs for post-view retargeting across devices
Example: Disney+ promotes its own shows across YouTube and Spotify, tying ad exposure to in-platform content discovery via smart segmentation.
📱 3. Scrolling Phase: Micro-Moments & Distraction
User Behaviour: Short bursts of engagement. Users are seeking novelty, not commitment.
Channels: Instagram, TikTok, Facebook, Snap, LinkedIn
Objective: Capture attention, encourage lightweight action
Marketing Focus:
Native-looking creative (UGC-style or meme-based)
Strong visual hierarchy, 1:1 or 9:16 formats
Emotions and curiosity over product specs
Media Focus:
Retargeting, lookalike audiences, fast creative testing
Feed + Stories + Reels variations
Product Focus:
Landing pages must match the vibe of the ad
Encourage small commitments: save, sign up, swipe
Mar/Ad Tech Stack:
Event tracking into CDP
Behaviour-based segmentation for retargeting
Creative asset library integrated into ad platforms
Example: Glossier uses Instagram Stories to showcase “get ready with me” content, then pushes swipe-up offers based on product viewed.
🔎 4. Search Phase: Intent-Driven Research
User Behaviour: High intent. People know what they want and are evaluating options.
Channels: Google, Bing, YouTube Search
Objective: Be the answer
Marketing Focus:
Answer-based copywriting (“best CRM for agencies”)
Structured content (FAQs, comparisons, reviews)
Media Focus:
Brand + non-brand keyword targeting
Use of sitelinks, schema markup
Product Focus:
Content-rich landing pages
Speed and clarity in value proposition
Mar/Ad Tech Stack:
SEM platforms (Google Ads, SA360)
Conversion tracking & search intent clustering
CRM integration to track lead journey
Example: HubSpot targets long-tail search queries like “how to scale email marketing” and drives to helpful tools and blog content, leading to MQL capture.
🛒 5. Shop Phase: Ready to Buy
User Behaviour: Transactional mindset. Credit card is in hand.
Channels: Google Shopping, Meta Advantage+, Amazon Ads, Retargeting Display
Objective: Close the deal
Marketing Focus:
Offer-driven creative (discounts, bundles, urgency)
Trust signals: reviews, delivery options, guarantees
Media Focus:
ROAS-optimised bidding
Dynamic product ads synced with catalogue
Product Focus:
1-click checkout, guest login
Personalised product suggestions
Mar/Ad Tech Stack:
Cart abandonment triggers via CDP
Attribution models tuned for bottom-of-funnel
Feed-based ad platforms (e.g. Meta CAPI + Google Merchant Center)
Example: The Iconic retargets cart abandoners with price drop alerts on Meta, synced in real-time with their product feed.
Final Thought
Customers don’t live in funnels—they move through phases of experience.
Your job is to understand what they’re doing, how they’re feeling, and how to show up with the right message, media, and product experience.
This framework helps you do just that:
→ Map behaviour
→ Match media
→ Align product
→ Power it all with the right tech
Which phase are you underestimating right now? And how might that be costing you conversions?