I believe 2025 will be the beginning of a turning point in marketing in general, but more specifically performance marketing. We are already seeing some of these changes to the status quo being telegraphed in the last couple of years.

How do people feel about your brand? And more importantly, how do you change how people feel for the better? Talking about brand perception always reminds me of that scene from 'The Wolf of Wall Street' between Matthew McConaughey and Leonardo DiCaprio. What I mean to say is, that it's almost completely intangible and near impossible to measure in any meaningful way. Which a lot of brands and marketers seem to get hung up on in our data-crazy status quo.

The purchase journey is important to consider and understand as someone trying to get consumers to make that journey with you. The most effective way to market your products is to be present at every stage of the purchase journey. This doesn't mean bombarding consumers with flashy discounts and sales as they're just recognising a problem or need, it means showing them the right content at the right time.

The marketing, brand, product, and purchase/sales funnel are all very closely related and in many ways, they are just different parts of the same function. The 'Marketing Funnel' would be the correct term for this all-encompassing view. While they are often considered separate entities, I feel this overcomplicates what should be a relatively simple concept.