Gone are the days when the customer journey resembled a neatly organized funnel. Today, people don’t take a linear path to purchase—they zigzag, detour, and hop between platforms, devices, and touchpoints in ways that are anything but predictable. For agencies and brands, this evolution presents both a challenge and an opportunity: how do you connect meaningfully with consumers when the journey is dynamic, fluid, and scattered?
Omnichannel advertising offers a solution.
Why the Funnel is Outdated
The traditional marketing funnel was a convenient model. Consumers moved from awareness to consideration to purchase in a structured way, making it easier for brands to predict behaviors and allocate budgets. But now, consumer behavior is driven by countless micro-moments.
- A quick product search during a morning coffee break.
- Scrolling through Instagram and seeing a brand’s ad pop up.
- Watching a YouTube review on the commute home.
- Finally making a purchase late at night after reading online reviews.
As Anton Lipkanou discusses in his Forbes article, “Once celebrated for its simplicity, the marketing funnel model now falls short in mapping the intricate, non-linear journey of the modern consumer.”
This reality means the rigid funnel no longer fits. Instead, marketers should think of the customer journey as a web of interactions that could start, pause, or end at any moment—and omnichannel advertising is the key to navigating this complexity.
How Omnichannel Advertising Powers the Modern Buyer's Journey
Omnichannel advertising isn’t just about running campaigns on multiple platforms. It’s about leveraging tools like programmatic technology, search advertising, and social media campaigns to meet consumers where they are, in real time, with messages that resonate. It allows brands to be flexible, responsive, and relevant—qualities that are essential in today’s chaotic digital world.
Here’s how these three pillars work together to help brands show up in the moments that matter:
- Programmatic Advertising for Precision and Scale:
Programmatic technology ensures your ads appear in front of the right audiences at the right time across the digital ecosystem. As AdExchanger explains, “As consumer behaviors evolve, brands that utilize programmatic advertising to stay agile and responsive are better positioned to build meaningful connections.” - Search Advertising to Capture Intent:
Search remains critical in capturing high-intent customers actively looking for products or services. With data-driven keyword strategies, brands can position themselves as the go-to solution when consumers are ready to act. - Social Media Advertising to Build Connection:
Platforms like Instagram, Facebook, and TikTok enable brands to engage with consumers in a more personal, conversational way. Creative, targeted ads on these platforms allow brands to stay top-of-mind throughout the journey.
Choozle Case Studies: Real-World Applications
Brands leveraging a variety of digital advertising approaches are already seeing results. Here are some examples:
Driving Donations for a National Nonprofit: A national nonprofit organization worked with Choozle to drive donations and increase brand awareness. By leveraging first-party and retargeting data, the campaign targeted lookalike audiences and excluded previous converters, resulting in 11,301 conversions and $1.69 million in tracked revenue.
Promoting an Unlimited Movie Pass: A national movie theater used Choozle to promote its unlimited pass for in-person theater experiences. By utilizing connected TV (CTV) and retargeting tactics, the campaign successfully reached 4.6 million unique users and drove 2,630 sign-ups for the unlimited pass.
Promoting a New Product Line for a National Arts & Crafts Retailer: A National Arts & Crafts Retailer used Choozle to promote a new product line and drive in-store visits. By leveraging connected TV (CTV) and high-impact creative, the campaign targeted specific audiences and retargeted existing customers. The strategy successfully achieved a $0.03 cost-per-completed view (CPCV) and a $17 cost-per-acquisition (CPA), outperforming campaign goals.
Embrace the Dynamic Journey
The modern customer journey demands flexibility, creativity, and data-driven decision-making. Omnichannel advertising—through the combination of programmatic, search, and social campaigns—gives brands the power to keep up with ever-changing consumer behavior and form meaningful connections in the moments that matter most.
So, are you keeping up with your customers, or are they moving on without you? The choice is clear: evolve with the journey, or risk being left behind.
Ready to adapt? Explore how Choozle can help your brand meet consumers where they are—every step of the way.
Adam Woods
Adam Woods is the Chief Executive Officer (CEO) and held two other roles at Choozle — Chief Client Officer and Chief Technology Officer. Throughout his tenure at Choozle, he has been improving the way that advertisers buy media through the Choozle platform. He has led initiatives to ensure that Choozle leads the space in terms of being a consultative partner that helps ensure the effective deployment of media through a combination of omni-channel planning, targeting best practices, upfront goal setting, and effective measurement.
