South Africa, Oct. 24 -- Digital has added nuance to the funnel because it's made the sales journey non-linear and it gives consumers multiple entry points into the process - a hurricane of touchpoints that influences behaviour, rather than trying to catch them all with a wide aperture and directing them on to what you think their journey should be.

Hurricane of touchpoints

A billboard catches someone's eye, they Google the brand, check reviews, DM a friend to see if they've heard of it, watch a TikTok explainer to find out more about it, poke around a bit to compare prices - and then, if the experience is good, they buy.

The digital trail leads behaviour and even when a campaign feels physical, the action across it is now digital.

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