TikTok Video

Here's how I bought my last product online. I saw it on Instagram, I searched for reviews on Google, I asked Chad GPTfields worth it, then I checked Reddit, and then I finally bought it on Amazon. 15 minutes, 6 platforms, not a funnel, and I'm not the only one. My team at my ad agency NP Digital pulled that data. 94% of purchases now involve multiple touchpoints before someone buys, so the funnel didn't really break. Your customer's journey just changed. It's not awareness, interest, consideration, and purchase anymore. It's four behaviors that are happening at the same time. We call it the 4S framework, and once you see it, you can't unsee where your brand is invisible. Streaming, discovery through video, YouTube, TikTok, connected TV, your customers watching something they care about, and you showing up in it. Next searching, Google, Chad GPT, Proplexity, Claude, one in three people start with AI instead of traditional Google. If you're not in those answers, you don't exist for a third of those buyers, then scrolling. Passive feeds like Instagram and TikTok, lead by a mile. Your job here isn't to sell, it's to stop the scroll. And finally shopping, Amazon, Google Shopping, or even in store. This is when they're ready to buy, and the only thing that converts them here is trust. 91% say it's reviews that closes them. So stop asking what stage your customers in. Start asking which of the four are they in right now, and show up for that behavior.