In the age of smartphones, social media and endless content, the way people make purchase decisions has changed. The traditional marketing funnel consists of awareness, consideration, decision but no longer captures the full picture. Instead, today’s customer journey is fluid, unpredictable, and non-linear.

Buyers now jump between platforms, touchpoints, and messages before converting. This shift challenges marketers to rethink how they design experiences and measure success. It’s not about pushing leads down a funnel anymore—it’s about meeting customers wherever they are.

The Death of the Linear Funnel

For years, marketers have relied on a structured digital marketing funnel: you build awareness, drive interest, then guide a user to take action. While the model still serves as a foundation, real-world consumer behavior is more dynamic than ever.

A study by Google found that people can have over 500 digital touchpoints before purchasing a product in high-consideration categories like finance or real estate. Even with smaller purchases, buyers might discover a product on TikTok, read reviews on Amazon, compare prices on Google Shopping, and see a retargeting ad on Instagram, all in the span of a few hours.

In short, people don’t move step-by-step. They zigzag.

Why the Journey Is Fluid Now

Here are a few reasons why today’s buying journey has become fluid and unpredictable:

• Multi-device usage: Consumers frequently switch between desktop, mobile, and tablet.
  
  

• Omnichannel exposure: Shoppers interact with brands on websites, social platforms, email, search, CTV and even voice assistants.
  
  

• Content overload: With so many options, consumers explore more before making decisions.
  
  

• Peer influence: Online reviews, social proof, and influencer opinions shape choices at every stage.
  
  

• Personalized marketing: AI and algorithms customize each user’s experience, altering the journey in real-time.
  
  

Rethinking Touchpoints and Attribution

If the journey is no longer linear, then the way we measure it must evolve too.

Most brands still use basic last-click attribution, which credits only the final touchpoint before a sale. But this ignores the impact of previous interactions—like that awareness ad someone saw two weeks ago or the YouTube explainer video they watched.

Modern marketers are now using multi-touch attribution models. These give partial credit to each meaningful touchpoint along the journey, offering a more accurate picture of what drives conversions. According to HubSpot, businesses using multi-touch attribution are 20% more likely to improve their marketing ROI.

Real Brand Example: Nike

Nike doesn’t rely on one channel or a predictable path to sale. Their strategy embraces customer experience across platforms. A user may see a new sneaker in a short video on Instagram, then later explore it on the Nike app. An email reminder about limited stock might push them to finally buy.

Nike’s journey isn’t linear, and it works. By investing in a connected experience across digital and physical touchpoints, they’ve built one of the most powerful D2C brands globally.

What This Means for Marketers

To thrive in this non-linear world, marketers must let go of rigid funnel thinking and embrace fluid funnel strategies:

• Map the journey across touchpoints: Use data to understand how customers interact with your brand before purchasing.
  
  

• Use dynamic creative: Deliver personalized ads based on where users are in their decision-making.
  
  

• Invest in retargeting and storytelling: Not all customers convert after the first visit. Stay visible, relevant, and consistent.
  
  

• Focus on customer experience: Every interaction matters—optimize landing pages, speed up load times, and make navigation seamless.
  
  

• Embrace automation and AI: Tools like smart bidding, predictive audiences, and automated segmentation help adapt to changing user paths.
  
  

Final Thoughts

The modern customer journey is more like a web than a funnel. With more platforms, distractions, and choices than ever, brands must focus on flexibility, consistency, and relevance.

There’s no single path to purchase anymore. But with the right tools, insights, and strategy, you can meet customers where they are—and guide them to where you want them to be.

In today’s marketing world, fluidity isn’t a challenge—it’s an opportunity.