We’ve recently found this article that talks about a more sophisticated approach that is required to help marketers navigate in the consumer’s environment, which is less linear and more complicated than the funnel suggests.
“Marketing has always sought those moments, or touch points when consumers are open to influence.
Developing a deep knowledge of how consumers make decisions is the first step. For most marketers, the difficult part is focusing strategies and spending on the most influential touch points.
To look beyond funnel-inspired push marketing, companies must invest in vehicles that let marketers interact with consumers as they learn about brands.
The shift in consumer decision making means that marketers need to adjust their spending and to view the change not as a loss of power over consumers but as an opportunity to be in the right place at the right time, giving them the information and support they need to make the right decisions.”
Here you can find the full article.