This post was created in partnership with SmartCommerce
Key takeaways
- The marketing funnel has evolved thanks to omnichannel shopping, social media, and personalization.
- Consumers have more control over their role in the marketing funnel.
- Rather than trying to reach every consumer, brands should focus on personalizing their marketing message and targeting consumers at the right moment in the funnel.
In this omnichannel era, marketing has been thrown for a loop. Customers may still need multiple touchpoints to move from awareness to conversion, but the path is not necessarily direct. Brands are navigating these shifts and rewriting their playbooks. Staying on top of the trends helps brands understand the funnel’s changing nature, messaging, personalization, and data to lead consumers to conversion and loyalty.
During an ADWEEK House Brandweek 2025 Group Chat co-hosted with SmartCommerce, a panel of marketing leaders and executives explored how omnichannel is transforming the marketing landscape for brands and for consumers.
How brands define funnels today
The conversation began by dissecting the current marketing funnel, given a more fragmented ecosystem that attracts different consumers at different times and places. Jennifer Silverberg, CEO and founder of SmartCommerce, defined the shift.
“We used to market in one place and sell in another,” Silverberg shared, explaining that now, due to phones, everything is in one place. “We had to unlearn the idea that every consumer goes through stages,” Silverberg said, as there is now a compression of the funnel between discovery and action.
