A few years ago, following the path a customer took before making a purchase was relatively simple: there was a conversion funnel with clear and linear stages. Today, that funnel has transformed into a map of dynamic influence, which can vary from one audience to another.
The explosion of digital channels, streaming platforms, generative artificial intelligence, social networks, and new online shopping experiences has turned the process into something much more complex and, at the same time, more full of opportunities for those who know how to take advantage of it.
Boston Consulting Group (BCG) proposes stopping thinking about a rigid funnel and starting to observe the customer journey as a constant flow, defined by four behaviors that are observed in most current digital interactions:
- Viewing (streaming) → Audiovisual content that inspires and generates discovery.
- Scrolling → Browsing on social networks and feeds, where brands appear in a more casual way.
- Searching → Active research about a product or service.
- Shopping → The conversion moment, whether online or in a physical store.
In the following image you can see the difference between a linear funnel and different maps of influence adapted to consumer behavior:
Today’s consumer jumps between these actions in a non-linear way: they may discover a product in a video, search for reviews afterward, forget about it for a while, and then come across it again weeks later in their feed, until finally buying it with a timely promotion.
The challenge for brands is not just to be present, but to succeed in influencing consumer decisions. Reaching many people is still important, but not all touchpoints have the same weight at the moment of deciding. Relevance, trust, and context are decisive factors for an impact to turn into action. The key is to identify at what moments and with what type of actions a brand can exert greater influence on its ideal customer.
In practice, this means that a campaign may need presence in more than one behavior at the same time. For example:
- A streaming ad to inspire and build brand awareness.
- Social media content to reinforce recall.
- Search ads to capture purchase intent.
- A personalized offer to close the sale.
The Role of AI
Artificial intelligence makes it possible to map these journeys with a level of precision previously unthinkable. It can identify patterns, prioritize high-impact touchpoints, and personalize messages in real time according to consumer behavior.
In addition, AI plays a fundamental role in media budget optimization. By prioritizing the most impactful touchpoints, it avoids dispersing resources in less effective channels and maximizes return on investment. But beyond efficiency, the most valuable thing is that it enables multiplying opportunities for meaningful connection: interactions that not only generate clicks or visits, but build a closer and more trusting relationship with the consumer.
Conclusion
Today’s consumer does not move in a straight line. They move forward, go back, get distracted, compare, and start again. Their journey is made up of scattered moments that, seen up close, may seem chaotic, but in reality respond to very specific impulses: curiosity, need, opportunity, or simple desire.
For brands, this means that it is no longer enough to just think in terms of “capturing and converting.” It’s about listening and accompanying. Being in the places where the consumer’s attention lights up, even efore they themselves know they are looking for something. And remaining present when that attention fades, to reappear exactly at the moment they need what we offer again.
This new map is not drawn just once. It is rewritten every day, with every change in technology, habits, and culture. Companies that learn to read these signals and adapt in real time will not only sell more, but also build stronger relationships with their customers. And, in a market so saturated with stimuli, that relationship can make the difference between being a brand that is remembered and being just another ad that slips by in the scroll.
