(Part II in the 2026 PR&Communication Trends Series)
The marketing funnel is the catalyst that maps the transformation of an individual with general product awareness to becoming a potential buyer with purchase intent. Also known as the ‘purchase funnel’ or ‘sales funnel’, it is the epicenter of many a marketing campaign that transformed a product (such as a diamond…“yet another gemstone”) to a brand (De Beers- “A Diamond is Forever” campaign elevated the diamond from ‘yet another gemstone’ to a global brand).
The ‘Funnel’ is based on the Awareness-Interest-Desire-Action (AIDA) model, mapping a customer’s journey from first becoming aware of the product to finally purchasing it. Despite alternative models such as the “Messy Middle” model springing up, AIDA has been a darling of marketers. In AIDA, “Awareness” is when someone becomes aware of the brand/product/service. Then they express “Interest” in the brand/product/service. Their evaluation of the product/service thereafter is the “Desire” or “Consideration.” ‘Action’ (or conversion) is the stage when they finally become the customer. This entire sequence is known as “The Customer Journey.” The Funnel assumes that the Customer Journey is linear. That the customer moves along the sequence of Awareness-Interest-Desire-Action to finally make the purchase, which often is true.
But today’s digital and social media landscape has largely upended the one time marketers’ favorite ‘Funnel’. The customer is not taking a linear journey anymore across the AIDA goalposts. As they sip their morning cup of coffee and watch a few seconds of a random Instagram clip of the newest handbag recommended by their peer community, they immediately click ‘Buy Now’-and its done.
That’s how fast today’s ‘purchasing’ is. There’s no linear, step by step following up of AIDA steps. Your favorite influencers on Instagram / TikTok have already decided your purchase for you!
For instance, Alistair Rennie and James Kite (Google Research- 2020 and updated in 2025) spotted the famed “Messy Middle” in a consumer’s journey-that, customers, after becoming aware of the new product, rather than ordering to buy it, go across to social media and explore other alternatives….“explore options” to “widen the choices.” This is that ‘chaotic’ phase. In this chaotic phase, the consumer’s favorite influencer has already picked what the consumer would wear for the weekend picnic…
Also, the Funnel does not take into account of post purchase behavior and expectations since it ends the journey with ‘Purchase’. Social media continues to focus heavily on the post purchase experience and journey, which consumers consider to be as important as the AIDA journey.
Wibowo, Chen, Wiangin, Ma, & Ruangkanjanase’s research team explored the role of Social Media Marketing Activities (SMMA) and found that social media “is not just an acquisition tool but a mechanism for fostering ‘enduring relationships’ that encompass post-purchase transactions and delivery..”
Sohaib-uz-Zaman, Alam, & Hussain, in their 2025 study, Social Media Marketing and Its Impediments on Customer’s Post Purchase Behaviour, investigated how social media marketing strategies influence post-purchase satisfaction and loyalty. They argued that social media marketing significantly impacts “customer engagement and brand perception after the purchase…while social media can drive initial action (AIDA), it is equally critical in managing ‘post-purchase dissonance’ and fostering long-term trust..”
As we step into 2026, the good ole’ AIDA Funnel sequence stands no more- and this year will likely see the AIDA funnel closing its loop.
Adiós to the Funnel!
