Lauren Wiener underscores the mythology enveloping marketing today - that we control the marketing funnel...if we are just smart enough, we can "reimagine" it at will. Reality: We need new models and modes to witness behavior. The behavior defines the funnel, and it's not monolithic. #cartdrop #ecommerce #digitaltech
Managing Director and Partner at Boston Consulting Group (BCG) I Global Head of Marketing Practice
Marketing today feels like a scene from ???????????????????? ???????????????????? ?????? ???? ????????: unpredictable, dynamic, and constantly shifting. The marketing funnel once provided a clear guide for strategy, budgeting, and communication, but today’s consumer behaviors—streaming, scrolling, searching, and shopping—don’t follow a neat, predictable path. They overlap, collide, and evolve in real-time. My marketing colleagues, Ray Yu, Derek Rodenhausen, Yotam Ariav, and Trevor Sponseller, just published ?????? ?????????????????? ??????, a visionary approach to reimagining the linear funnel. Instead of forcing consumers into predefined stages, this model recognizes the fluidity of modern decision-making and ensures the right level of customization for each journey. AI is accelerating this shift. From automating content localization to optimizing budgets for the most impactful touchpoints, AI enables marketers to move beyond rigid funnels and adopt real-time, adaptive strategies. Much like the way TV disrupted media consumption, today's marketing landscape requires a new model that embraces complexity and adapts to constant change. In a world where marketing is everything, everywhere, all at once, it's time for a model that embraces the chaos and turns it into opportunity. What are your thoughts on reimagining the marketing funnel for today’s reality? #AI #CustomerJourney #MarketingInnovation #InfluenceMaps #Personalization https://lnkd.in/evqKAFqM