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Episode 3 - Beyond the Funnel: Mapping Customer Influence with AI
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This article from Boston Consulting Group argues that the traditional linear marketing funnel is outdated due to fragmented digital consumer journeys and the rise of AI. It proposes a shift to "influence maps" that recognise streaming, scrolling, searching, and shopping as overlapping behaviours across the entire customer experience. The authors contend that marketers must prioritise both reach and, crucially, influence, which is determined by attention, relevance, and trust. They advocate for leveraging AI and GenAI to create bespoke marketing plans tailored to individual customer journeys, optimising touchpoints and content for maximum impact. The piece advises marketers to plan for influence by understanding consumer journeys and then execute using AI to enhance targeting and content creation. Ultimately, mastering the interplay of reach and influence through this new framework is presented as essential for future marketing success.
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