What's Happening?
Marketing experts convened at an ADWEEK House Brandweek 2025 Group Chat to discuss the transformation of the marketing funnel in the omnichannel era. The panel, including leaders from SmartCommerce, Sephora, and LYS Beauty, explored how the traditional
marketing funnel has evolved due to factors like omnichannel shopping, social media, and personalization. Jennifer Silverberg, CEO of SmartCommerce, highlighted the shift from marketing in separate stages to a more compressed funnel where discovery and action occur simultaneously. Despite these changes, some fundamentals remain, such as the need for repeated storytelling to drive consumer action, as noted by Benoit Vatere of Liquid Death. The discussion also touched on the role of creators and consumers in the funnel, with brands like Sephora leveraging creator-powered affiliate markets to enhance consumer engagement.
Why It's Important?
The evolution of the marketing funnel is significant for brands as it reflects changing consumer behaviors and the need for more personalized marketing strategies. In the omnichannel era, consumers have greater control over their purchasing journey, necessitating brands to adapt by targeting consumers at the right moments with personalized messages. This shift impacts how brands allocate their marketing budgets, focusing on precision rather than broad reach. The insights shared by marketing leaders underscore the importance of emotional connections and strategic engagement in driving conversions, which can lead to increased brand loyalty and sales. As brands navigate these changes, understanding the new dynamics of the funnel is crucial for maintaining competitive advantage in a rapidly evolving market.
What's Next?
Brands are expected to continue refining their marketing strategies to align with the omnichannel funnel's dynamics. This involves prioritizing personalized audience targeting and strategic budget allocation to maximize impact. As consumer power grows, brands will likely invest more in creator partnerships and affiliate marketing to enhance emotional connections and drive conversions. The ongoing dialogue among marketing leaders suggests that brands will need to remain agile, continuously adapting their approaches to meet consumers where they are and leverage data-driven insights without losing sight of emotional engagement.
Beyond the Headlines
The shift in the marketing funnel also raises ethical considerations regarding consumer privacy and data usage. As brands increasingly rely on personalized targeting, they must navigate the balance between effective marketing and respecting consumer privacy. Additionally, the role of creators in the funnel highlights the growing influence of social media personalities in shaping consumer perceptions and driving sales, which could lead to long-term changes in brand-consumer relationships and marketing strategies.
