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Is the marketing funnel still relevant?
A cornerstone of marketing theory for more than 100 years, are brands taking the funnel concept too literally, or should they flex to reflect customer journeys in 2022?
Since the concept of the funnel was first discussed in the late 19th century it has become a staple of marketing theory.
The idea of moving customers from awareness to consideration, intent, purchase, loyalty and advocacy still holds true. Yet, the advent of ecommerce, social media, startup culture and the blurring lines between B2B and B2C have combined to change customer journeys beyond all recognition.