Marketing Magazine: Goodbye funnel… hello figure 8

Today the most successful companies use social media as an integral part of their overall strategy. But as both TikTok’s and Google’s Path to Purchase research have shown, the customer journey is no longer linear. 

Instead of a traditional funnel, customers move fluidly through a “figure 8” journey, looping back and forth between stages such as awareness, consideration, purchase and advocacy.

Drawing from key principles in the Social Media Strategy to Win framework I developed, here’s a high-level look at how I work with brands to build a flexible, connected approach that adapts to this continuous journey and helps drive both sales and loyalty.

Read the full article on Marketing Magazine here