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- 2025 marked the collapse of the traditional marketing funnel and the rise of commerce-led strategies
2025 marked the collapse of the traditional marketing funnel and the rise of commerce-led strategies
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Today’s Insight
2025 marked the collapse of the traditional marketing funnel and the rise of commerce-led strategies
In 2025, the old separation between brand awareness and performance marketing effectively disappeared, as consumers moved from discovery to purchase without strict stages of the funnel. ClickZ reports that commerce media — ads placed inside shopping platforms and social feeds with direct purchase links — surpassed traditional TV for reach and ROI. Black Friday showed where growth is headed: social platforms drove a 56.5 % spike in direct sales, proving that inspiration and checkout are now unified experiences. At the same time, brands that balanced emotional storytelling with measurable commerce outcomes outperformed those focused solely on performance metrics. For 2026, marketers are urged to adopt audience-centered systems rather than channel-based planning.
Key Takeaways
The marketing funnel is no longer a reliable model people convert where they discover.
Commerce media should be a core budget priority, not a test.
Campaigns must blend brand storytelling with direct purchase mechanics.
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