The traditional marketing funnel is dead. All rise the marketing (hyper) loop
Video killed the radio star. Streaming is (slowly) killing network TV. And Gen Z is killing off the traditional linear marketing funnel. Adam Furness, managing director APAC at impact.com, looks at why that is.
There is nothing as constant as change. Video killed the radio star. Streaming is (slowly) killing network TV. And Gen Z is killing off the traditional linear marketing funnel.
Why?
Because media consumption habits are totally different to previous generations. In 2011, teenagers spent on average 75 minutes every day watching commercial TV. Today, according to figures from free-to-air lobby group FreeTV, they spend just 13 minutes – a whopping 83% decline.
Instead they are watching (often ad-free) streaming services and hanging out on social media. Whether it’s TikTok, Instagram, Snapchat, X or others, they’re not there just to connect with friends. Instead, social media platforms are also the place to go for entertainment, to read the news (according to the Australian Communications and Media Authority, in 2023, 46% of 18-24 year-olds nominated social media as their main source of news), to discover information, to connect with each other and to shop – did I mention, shop! – crucially (and as anyone with teenagers will attest) all of these activities are happening simultaneously.
