marketing funnel

What is a Marketing Funnel? And Why It Still Matters in a Non-Linear World

Hey marketers - welcome back.

Ever felt like a customer journey isn’t a journey anymore - but a maze?

You’re not wrong. In 2025, the path from discovering a brand to buying from it is anything but straight. People hop between platforms, pause decisions, check reviews, get distracted, then come back three days later because of a push notification.

This is the new reality - and yet, one classic model still helps make sense of it all.

Let’s talk about the marketing funnel. What it is, how it works, and why it's still the backbone of a winning brand strategy - even when the journey zigzags more than it flows.

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The Marketing Funnel - Still Relevant, Just Not Linear

At its core, the marketing funnel is a way to understand how people move from being strangers to becoming loyal customers. It’s structured like a funnel because at the top, you reach lots of people - but as they move closer to purchase, that number narrows.

But here’s the truth in 2025 - the funnel is no longer a straight drop. It’s a loop. A detour. A dance. People don’t go from A to B to C. They might skip stages, revisit old ones, or jump in halfway.

And that’s okay - as long as you’re there at each stage with the right message.

Let’s walk through the funnel - and see how brands are showing up at each point in ways that match today’s fragmented attention.

Awareness - Being Seen Before You’re Searched

Awareness is the moment someone first hears about you. They’re not shopping yet. They’re not even looking. But you show up where they are - and you make them look.

It could be through a clever ad, a viral tweet, or a billboard they didn’t expect to see.

In India, brands like CRED have nailed this stage. Their surreal ad campaigns with celebrities in bizarre roles - from Rahul Dravid’s gunda moment to retro spoofs - didn’t talk about the product at all. But they made you pause, laugh, and search “What is CRED?” That’s awareness done right.

Interest - Moving From Recognition to Curiosity

Once people know you exist, the next job is to spark curiosity. At this point, they’re exploring. They’re checking out your site, reading reviews, following your Instagram, maybe asking friends.

Your goal? Don’t lose them. Offer value. Build intrigue.

boAt, the Indian audio brand, plays this stage masterfully. Their influencer-led campaigns, collaborations with cricket stars, and stylish product visuals keep users engaged beyond the first impression. They don’t push products - they build a lifestyle you want to be part of.

Decision - The Moment of Comparison

The decision stage is where things get competitive. Users are narrowing options, weighing pros and cons, reading fine print, hunting for the best deal.

Your job here is clarity. Show why you’re the better choice - faster, smarter, or more aligned with their values.

Take food delivery in India. When a user is hungry, they might open both Zomato and Swiggy. The winner? Usually the one with a cleaner offer, a tempting coupon, or a loyalty point push. Zomato often wins here by using location-based nudges like “Your favourite biryani is just 1 km away” - it tips the decision scale with timing and relevance.

Action - The Final Push

This is the moment of truth. The user clicks “buy”, signs up, downloads, or walks into your store. But even here, brands can lose out if the process is clunky or unclear.

You need to make this moment smooth, quick, and satisfying.

Meesho does this well for its sellers. With its ₹0 commission promise and quick registration process, it turns hesitant small business owners into active sellers. The value is clear. The process is frictionless. The action feels easy.

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Why the Funnel Still Works - Even If the Path Doesn’t

Here’s what we know:

• Buyers need 6 to 8 touchpoints before they take action (Salesforce, 2024)

• 81 percent of shoppers do online research before buying - even for small purchases (Think with Google, 2023)

• India’s digital buyer base is expected to cross 300 million by 2025, with fragmented journeys across apps, ads, and content (Redseer, 2024)

So even if the funnel isn’t linear anymore - the stages still exist. People still discover, consider, compare, and decide. But they do it on their own terms.

The brands that win are the ones that adapt to this non-linearity - by showing up with the right message at the right time, across every touchpoint.

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How to Apply This to Your Brand

• Create content tailored to each stage. Think awareness reels, interest-driven blogs, decision-stage comparison pages, and smooth action CTAs.

• Embrace retargeting. Most users don’t convert on the first visit - but they remember how you made them feel.

• Speak their language. Regional ads and localised content often outperform generic ones in India.

• Don’t expect a straight line. Map journeys. Look at user paths. Build for back-and-forth, not just downward flow.

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Final Thought: Funnels Aren’t Dead - They’ve Just Grown Flexible

The marketing funnel still works - not as a strict path, but as a framework to understand how people think, feel, and choose.

Because attention is no longer enough. Brands today need to earn trust at every turn - whether someone’s discovering you on a billboard, comparing you on an app, or deciding over chai with a friend.

So when you plan your next campaign, don’t just ask “how do I sell?” Ask “where are they in the journey - and what do they need right now?”

Because marketing isn’t about shouting louder. It’s about guiding smarter.

Till next time - keep building stories that flow with your customers, not just at them.

- MK