For decades, the path from awareness to purchase was viewed as a neat, predictable funnel. Today, that linear model is a relic. We are operating in a dynamic environment where consumer behavior is an overlapping, constant loop. Recent research from Boston Consulting Group (BCG) highlights the “4S behaviors,” which are consumers simultaneously Streaming, Scrolling, Searching, and Shopping. This complexity has put the logic of the funnel under pressure. Marketers who cling to it risk missing the crucial, non-linear touchpoints that truly influence modern purchasing decisions.
The opportunity to earn consumer influence is great, and video stands as the ultimate single format tool to achieve it.
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