Marketing often refers to a “funnel” that implies a linear journey to purchasing. Unpack how consumers actually move and what the “funnel” actually means.
Everyone’s in a different place on the path to purchase
Start with the line every plan draws. Then watch what real people do instead.
01 · THE PATH MOST PLANS ASSUME
Open any marketing plan and it shows one clean route to a sale: never heard of it → aware → interested → buy. One tidy line, the same for everyone.
The plan’s tidy line is one path of many. What you can actually work with is how many people sit at each point today. The next module shows how brand and performance each work on them.