Marketing doesn’t look like it did just a few years ago. The old funnel — awareness, interest, decision, purchase — no longer captures how people buy today. Consumers don’t follow a straight path anymore. They jump between apps, devices, and channels all at once.
So, if you still rely
on the old funnel, you’re missing out. You need a fresh approach.
Boston Consulting Group
has nailed it with what they call the 4S behaviours. These four
behaviours—Streaming, Scrolling, Searching, and Shopping—show how people
interact with brands today. They affect every part of the buying journey and
how you need to market.
Let’s break down each
of these behaviours and see exactly what you can do to win in this new world.
Streaming: Keep Them Watching and Engaged
Streaming isn’t just
Netflix or Spotify anymore. It’s everywhere. People watch videos on YouTube,
listen to podcasts, or catch shows on connected TVs. This isn’t passive
anymore. It’s interactive, personal, and continuous.
Think of streaming as a
conversation, not a one-way ad. If you want to catch attention here, you need
to think beyond simple commercials.
Focus on content
sequencing—plan your content so each piece leads naturally to the next. Use
AI-driven personalization to serve up what your audience wants, when
they want it.
Tell stories that pull
people in. Use interactive formats like quizzes, polls, or clickable videos to
get them involved. The goal? Move viewers from just watching to taking action
without feeling pushed.
When you master
streaming, you turn passive viewers into active fans who feel connected to your
brand.
Scrolling: Grab Attention Fast
Scrolling is the modern
window shopping. People flick through their social feeds, sometimes without any
plan to buy. But in seconds, the right image or message can spark interest.
That means your
creative has to stop the scroll.
Use bold visuals, clear
and catchy headlines, and stories that hook people right away. AI can help
personalize what shows up on their feed, so you get in front of the right eyes.
Influencer
recommendations or authentic user-generated content also work great here.
People trust people more than brands. So, show real stories and real reactions.
Remember, scrolling is
fast. You only have moments to catch attention before someone swipes on. Make
those moments count.
Searching: Meet Intent with Precision
Searching today isn’t
just typing keywords into Google. It’s AI chatbots, image recognition, voice
search, and video reviews. Consumers expect instant, accurate answers.
People use tools like
Google Lens to snap a picture and find a product, or watch a YouTube review to
see how something works in real life.
To win here, optimize
your marketing for all kinds of search. That means SEO goes beyond text
keywords. Include images, videos, and voice-friendly content.
Use AI-powered ad tools
like Smart Bidding and broad match keywords to get in front of consumers right
when they’re ready to explore.
Your content should
provide quick, clear answers and guide people naturally toward your product.
Shopping: Make Buying Easy Everywhere
Buying doesn’t happen
at the end of a funnel anymore. It happens anywhere—on social media, in an app,
through a video ad. Consumers expect smooth, seamless checkout options wherever
they discover you.
This means your
marketing needs to integrate shopping at every touchpoint. Use shoppable
posts on Instagram, buy buttons on YouTube ads, and easy in-app
checkouts on social platforms.
Personalize offers
based on what the consumer looks at or buys. AI can help here by recommending
products that fit each shopper’s tastes or past behavior.
Your calls to action
should feel natural and timely, not pushy. Make it as easy as possible for
someone to say “yes” in the moment.
Putting It All Together: The New Consumer Journey
The 4S behaviours show
us that the consumer journey is no longer a straight line. It’s a web of
touchpoints that overlap and connect. People don’t just move from awareness to
purchase. They stream content, scroll social, search for info, and shop—all
mixed together.
That means your
marketing strategy can’t be rigid or linear. You need to adapt and be flexible.
Here’s how:
·
Map out
all the places your audience spends time. Think about streaming platforms, social feeds, search engines, and
shopping apps.
·
Create
content that fits each behaviour.
Videos for streaming, eye-catching images for scrolling, clear info for
searching, and smooth buying options for shopping.
·
Use AI
tools to personalize and automate.
AI helps you deliver the right content to the right person at the right time.
·
Measure
and adjust often. The journey
changes fast. Keep tracking what works and tweak your approach.
Why This Matters for Your Marketing
If you keep pushing
one-way ads or follow the old funnel, your messages will miss the mark.
Consumers ignore ads that don’t feel relevant or that interrupt their
experience.
The 4S behaviours show
you how to meet people where they are—on their terms. This builds trust and
connection. When consumers feel understood, they engage more and buy more.
Also, this approach
saves you money. Personalized, timely marketing reduces waste and improves ROI.
Getting Started: Your Action Plan
Ready to update your
marketing for the new consumer journey? Here’s what you can do right now:
1.
Audit
your current marketing channels.
Where do you show up? Where do your customers hang out?
2.
Create
or repurpose content for the 4S behaviours. Make videos for streaming, sharp visuals for scrolling, optimized
pages for searching, and smooth checkout options for shopping.
3.
Use AI
tools to automate personalization and bidding. Tools like Smart Bidding and AI content
recommendations can boost your reach and results.
4.
Test and
learn. Run campaigns focused on
one behaviour at a time and see what works best.
5.
Stay
flexible. Consumer habits
change. Keep learning and adjusting your strategy regularly.
Wrap-Up
The consumer journey in
2025 isn’t a funnel anymore. It’s a mix of streaming, scrolling, searching, and
shopping. These 4S behaviours shape how people discover, engage with, and buy
from your brand.
If you want to succeed,
you must redefine your marketing strategy to match these behaviours. Focus on
personalized content, interactive experiences, and seamless shopping wherever
your audience spends time.
Use AI tools to help
deliver the right message at the right moment, and keep your approach flexible.
When you do, you’ll
build stronger connections, drive more sales, and stay ahead in a fast-changing
marketing world.