The traditional awareness-to-conversion funnel, once considered the backbone of marketing strategy, is rapidly becoming obsolete. According to Aditya Aima, Head of Growth at AnyMind Group, today’s consumer journey is far more fragmented, dynamic, and non-linear than ever before.
Aima explains that modern consumers don’t move neatly from awareness to consideration and then to purchase. Instead, they jump across platforms, discover brands through creators, revisit products multiple times, and often convert in moments that brands can’t easily predict. Social media, short-form video, live commerce, and influencer-led discovery have blurred the boundaries between branding and performance marketing.
“Awareness and conversion are now happening simultaneously,” Aima notes. A consumer might discover a product through an influencer reel, read reviews on a marketplace, see a retargeting ad days later, and finally convert through a live shopping stream. In this ecosystem, every touchpoint has the potential to influence purchase, not just the last click.
He emphasizes that brands must move away from siloed thinking and instead adopt full-funnel, data-driven strategies that integrate creators, commerce, and technology. Real-time insights, flexible creatives, and omnichannel presence are no longer optional but essential to stay relevant.
Aima also highlights the growing role of creator commerce, where trust and relatability often outperform traditional advertising. Influencers are not just driving awareness; they are increasingly responsible for consideration and direct sales, reshaping how brands measure ROI.
In a market where consumer attention is scattered and loyalty is earned moment by moment, Aima believes success lies in meeting consumers wherever they are, with the right message at the right time. The funnel may no longer be linear, but for brands willing to adapt, it offers more opportunities than ever before.
