Intent is the New Funnel

I like Think with Google, some interesting thoughts

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Journeys as unique as each consumer

The formula for driving growth has changed. And predicting intent is now a critical part of the equation.

Predictions and Trends Intent is the New Funnel

If you’re reading this, you’ve most likely spent your career trying to master the funnel, that linear customer journey from awareness to consideration to purchase. Using mass media, the key levers to drive growth were reach and frequency. You used demographics to approximate user intent and inform your targeting and creative.

But this no longer works for today’s consumer journeys, writes Allan Thygesen, President of the Americas at Google, who will be unveiling new research at Advertising Week. We found that no two journeys are exactly alike, and in fact, most journeys don’t resemble a funnel at all. They look like pyramids, diamonds, hourglasses, and more. ... "