The marketing funnel has long been a staple of strategy, offering a straightforward way to visualise the customer journey from awareness to purchase. However, with changing consumer behaviours, more complex decision-making processes, and advancements in digital marketing, some experts are questioning whether the traditional funnel still holds up. Has it become outdated, or is it just evolving to fit modern needs?
The case against the funnel
Critics argue that the classic funnel, which suggests a linear path from awareness to conversion, oversimplifies how people make decisions today. In an era where consumers have instant access to reviews, comparisons, and social proof, the journey is rarely straightforward.
For instance, a potential customer might discover a product through social media, research it on YouTube, visit the brand’s website, and then abandon their cart—only to return days later after seeing a retargeting ad. The funnel doesn’t fully capture these complex behaviours or the multiple touchpoints that influence decisions.
Additionally, the rise of customer-centric marketing challenges the idea of a one-size-fits-all journey. People interact with brands in unique ways, depending on their needs, preferences, and the platforms they use. The funnel’s rigid structure struggles to account for this level of variability.
What’s replacing the funnel?
Rather than discarding the funnel entirely, many marketers are reimagining it as a more flexible model. Here are some of the emerging alternatives:
1. The flywheel
Popularised by HubSpot, the flywheel focuses on customer retention and loyalty as much as acquisition. Instead of seeing the journey as an end-to-end process, the flywheel positions customers at the centre, with marketing, sales, and service working together to create momentum. This approach highlights the importance of keeping customers engaged even after they make a purchase.
2. The loop
Some experts advocate for a looping model, where potential customers move back and forth between different stages. For example, someone might compare products (consideration), look at reviews (awareness), and then engage with a brand’s Instagram posts before committing to buy. This iterative journey reflects how modern consumers gather information and make decisions.
3. Non-linear frameworks
Other marketers focus on touchpoint-based models, mapping out the different ways consumers interact with a brand without assuming a set order. This approach prioritises understanding the impact of each touchpoint, whether it’s a search ad, a social media post, or a referral from a friend.
Why this matters for affiliates
The shift away from the traditional funnel has significant implications for affiliates. Affiliates have traditionally operated within the consideration or conversion stages, driving traffic and encouraging purchases. As the customer journey becomes less linear, affiliates have more opportunities to play a role throughout the process.
Here’s how affiliates can adapt:
1. Engage earlier in the journey
Affiliates don’t have to wait until the consideration stage to connect with potential customers. Content like blog posts, how-to guides, and product reviews can help affiliates reach audiences during the awareness phase. By providing valuable information upfront, affiliates build trust and increase their influence over purchase decisions.
2. Focus on loyalty and retention
The flywheel model highlights the importance of keeping customers engaged after they buy. Affiliates can contribute by promoting repeat purchases, upsells, or subscription services. For example, an affiliate might share tips on how to get the most out of a product, encouraging satisfied customers to return.
3. Leverage multiple touchpoints
Non-linear journeys mean consumers are influenced by a mix of channels and formats. Affiliates can diversify their content by using social media, email marketing, video reviews, and even podcasts to connect with audiences at different stages of their decision-making process.
The funnel isn’t dead—just different
While the funnel may no longer reflect modern consumer behaviour in its original form, it still provides a useful framework for thinking about customer journeys. The key is to adapt it to fit today’s realities. Rather than viewing the funnel as a rigid structure, marketers and affiliates should see it as a flexible tool that can evolve alongside their strategies.
Affiliates who embrace this shift will be better positioned to thrive. By engaging customers earlier, focusing on loyalty, and meeting audiences where they are, affiliates can play a more significant role in the new, non-linear customer journey.
In the end, the funnel isn’t necessarily going out of date—it’s transforming. And for marketers and affiliates willing to adapt, it offers even more opportunities to connect, engage, and drive results.
