Consumers no longer follow a linear path to purchase. Discovery now happens across social platforms, retailer ecosystems and AI-powered assistants, collapsing awareness, consideration and purchase into a single journey. In this fireside conversation, Jacquelyn Baker, Global General Manager at Apply, explores why marketers must move beyond traditional funnel thinking and how connected, personalised omnichannel experiences are shaping the future of brand growth.
Shelf space, price and convenience used to be enough to win the sale. Today, consumers aren't reaching for the shelf. They're turning to social platforms, retailer ecosystems and AI-powered assistants to discover, evaluate and choose products in seconds.
Yet many marketers are still planning for a traditional funnel built for a different era. Awareness, consideration and purchase are no longer separate stages, but many brands remain stuck suffering from "funnel vision", planning for buying behaviours that consumers abandoned years ago.
In this fireside conversation, Jacquelyn Baker, Global General Manager at Apply, will share insights and experiences from the forefront of modern marketing, exploring why fragmented customer journeys demand a new approach, how omnichannel strategies create connected experiences across every touchpoint, and why personalisation has become essential for brands looking to stay relevant in an AI-powered world.
Shelf space, price and convenience used to be enough to win the sale. Today, consumers aren't reaching for the shelf. They're turning to social platforms, retailer ecosystems and AI-powered assistants to discover, evaluate and choose products in seconds.
Yet many marketers are still planning for a traditional funnel built for a different era. Awareness, consideration and purchase are no longer separate stages, but many brands remain stuck suffering from "funnel vision", planning for buying behaviours that consumers abandoned years ago.
In this fireside conversation, Jacquelyn Baker, Global General Manager at Apply, will share insights and experiences from the forefront of modern marketing, exploring why fragmented customer journeys demand a new approach, how omnichannel strategies create connected experiences across every touchpoint, and why personalisation has become essential for brands looking to stay relevant in an AI-powered world.
Speakers
Key Takeaways
- Why traditional funnel models are becoming less effective in today's consumer landscape.
- The principles of a successful omnichannel strategy and how to create connected customer experiences.
- How leading brands are using personalisation to improve relevance, engagement and conversion.
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