The traditional marketing funnel has been a prime tactic that marketers use to guide the customer journey from brand awareness to brand loyalty. But, let’s be real. This funnel type of visualization no longer reflects how people buy from or engage with brands and businesses.
Today’s customers can’t be tamed. They won’t slide neatly down a funnel. They’re circling back, talking with friends, reading reviews and using the likes of ChatGPT to make decisions.
That’s why the future of customer planning relies on loop marketing. Just because a customer reaches the conversion stage of your marketing plan doesn’t mean they’ll stick around. They need continued engagement to remain advocates for your brand.
The problem with the traditional marketing funnel
First, it’s too simple for today’s world. The funnel assumes that customers follow a predictable, linear path. That’s no longer the case. Modern customers are in control. They research on TikTok, ask AI for brand comparisons.
Next, it assumes that conversion or loyalty is the finish line. When in fact, loyalty is fragile. Customers have more choices than ever, and competitors are just a click away.
With short attention spans and constant marketing noise, maintaining loyalty requires work. That’s why this loop model works better than a traditional funnel. It reflects the reality of how ongoing engagement is necessary.
Lastly, it positions advocacy as a bonus rather than a necessity. Loyal customers stay with you, but advocates bring others with them. They post videos on TikTok, write reviews on Reddit and bring up recommendations in real life.
So, loyalty isn’t the end. It’s just another stage of the looping journey. To build sustainable growth, companies need to consistently strategize on how to earn loyalty and turn customers into advocates.
What the phrase “marketing loop” even means
The marketing loop rejects the above-mentioned mindset of simplicity. Instead of a straightforward customer journey that has an ending and a beginning, it’s a continuous cycle.
How to implement a looping marketing strategy:
- Think cyclical. That doesn’t mean you need to run the same campaigns at the same time every year. Focus on building campaigns that re-engage past customers.
- Invest in retention and acquisition evenly. Personalized email campaigns, loyalty perks, and proactive customer service keep your loop spinning.
- Merge PR with marketing. Consistent storytelling and reputation management amplify your loop by ensuring customers trust and recognize your brand at every stage.
- Measure beyond conversions. Track engagement, repeat purchases, referrals, and sentiment.
Loop marketing isn’t just a theory. It’s a framework for building relationships without an expiration date.
The powerful duo of PR and marketing
PR without marketing is only half of the conversation. Marketing without PR lacks credibility and trust. But together? They’re unstoppable. We love the combination of the two, and it should be an absolute necessity in your business plan.
- PR builds authority. Media coverage and thought leadership are key drivers to a reliable reputation.
- Marketing amplifies reach. Paid campaigns, organic content, and digital marketing strategies help spread your message.
So, let’s bring it back to the marketing loop. Customers see your press, engage with your content, purchase, and then advocate. This feeds directly back into your PR strategy generating stories worth telling.
Here’s the bold truth: The future belongs to brands that merge PR and marketing into a blended strategy.
Stop thinking funnel. Start thinking loop.
We won’t go as far as saying the marketing funnel is a relic of the past – yet. However, if you continue to operate with conversion as your finish line, you’ll quickly get passed by and left behind.
The brands winning today (and tomorrow) are embracing the new, future-forward strategy of loop marketing. Every customer interaction fuels their next step.
Pair your digital marketing goals with an integrated PR and marketing strategy to not only catch attention, but also build a strong cycle of awareness, conversion and loyalty. And remember, the future isn’t linear. It’s a loop.
FAQs on the future of marketing
What is the difference between the marketing funnel and loop marketing?
The funnel ends at conversion. Loop marketing never ends. It builds loyalty and advocacy.
Why is the marketing funnel outdated?
Because today’s customers don’t buy in a straight line. They loop back, re-enter, and advocate.
How does loop marketing improve the customer journey?
It prioritizes consistent engagement, repeat purchases and advocacy.
How does SEO and AEO fit into loop marketing?
They fuel visibility and authority at every stage of the cycle, no matter where your customer is searching.
Why should PR and marketing be integrated?
Together, they create authority, amplify reach, and keep the loop turning.
