{"id":1254,"date":"2026-04-18T10:45:00","date_gmt":"2026-04-18T08:45:00","guid":{"rendered":"https:\/\/leondijksman.nl\/niet-gecategoriseerd\/why-the-linear-customer-journey-has-become-a-fairy-tale\/"},"modified":"2026-06-18T17:17:02","modified_gmt":"2026-06-18T15:17:02","slug":"why-the-linear-customer-journey-has-become-a-myth","status":"publish","type":"post","link":"https:\/\/leondijksman.nl\/en\/technology\/why-the-linear-customer-journey-has-become-a-myth\/","title":{"rendered":"Why the Linear Customer Journey Has Become a Myth"},"content":{"rendered":"\n

\u00a9 Photo: Faizal Ramli \/ Shutterstock.com<\/p>\n\n\n\n

In the world of marketing, we love control. We prefer to see our customers as compliant subjects that we can guide through a glass funnel to the checkout page. But let’s be honest: in 2026, that funnel is nothing more than a nostalgic relic from the last century. Today’s customer can no longer be forced into a straight line. Welcome to the world of post-funnel marketing, where the customer journey resembles a pinball machine more than a funnel.<\/strong><\/p>\n\n\n\n

Since 1898, we have been trying to understand the world through AIDA: Attention, Interest, Desire, Action<\/em>. It is a linear myth that we have collectively clung to because it looks so conveniently clear in our quarterly reports. But the reality of the modern consumer is chaotic. Thanks to AI aggregators, ‘Dark Social’, and algorithms that predict our needs before we even feel them, the control we thought we had has permanently and almost completely evaporated.<\/p>\n\n\n\n

The rise of the ‘Algorithmic Gatekeeper’<\/h3>\n\n\n\n

In the past, the first step was ‘Awareness’ via a Google search or an advertisement. Today, the user receives a ready-made answer from an AI agent. We are shifting from Search Engine Optimisation<\/em> to Generative Engine Optimisation<\/em> (GEO)<\/a>. If an AI bot does not mention your brand in its summary, you simply do not exist in the consideration phase of the modern customer. You are no longer competing for human attention, but for the favour of the algorithm that curates information for that human.<\/p>\n\n\n\n

The ‘Messy Middle’ has become a maze<\/h3>\n\n\n\n

Google coined the term<\/strong> ‘Messy Middle<\/a><\/em>‘ a few years ago: the vast, chaotic space between the first trigger and the final purchase. In this phase, customers circle around, fuelled by a constant stream of AI comparisons and social proof. They enter your ‘funnel’ halfway through via a recommendation in a private Slack community (Dark Social) or leave it just before the finish line because a chatbot presents them with an alternative.<\/p>\n\n\n\n

The illusion that we ‘manage’ this process is dangerous. Any attempt to force the customer into a rigid process creates friction. And in 2026, friction is the biggest conversion killer. <\/p>\n\n\n\n

From Funnel to Flywheel<\/h3>\n\n\n\n

What is the alternative then? We must stop pouring leads into a funnel that simply ends at the bottom. Marketing must become a flywheel. In this model, the current customer is not the final destination, but the fuel for the next one. <\/p>\n\n\n\n

In a world where authority and human connection are becoming scarce, your community is your strongest marketing channel. People buy from people, or from brands recommended by people they trust. This does not happen in a funnel, but in the organic conversations on WhatsApp, in niche forums, and around the ‘water cooler’ of the internet.<\/p>\n\n\n\n

The paradox of the modern marketer<\/h3>\n\n\n\n

The paradox is simple: to make more impact, you must let go of the urge for control. The marketer of tomorrow does not build funnels, but ecosystems. We must be present in the places where the ‘ball hits the wall’ in the pinball machine of the customer journey. This requires a shift from quantity (how many leads are at the top?) to authority (are we mentioned by the sources that matter?). <\/p>\n\n\n\n

The funnel was a reassuring illusion for the marketer of yesterday. For the organisation of tomorrow, it is an albatross around their neck. It is time to throw away the funnel and learn to play in the pinball machine.<\/p>\n\n\n\n

\n\n\n\n

5 Strategies for the Post-Funnel Marketer (Checklist)<\/h3>\n\n\n\n
    \n
  1. Optimise for GEO, not just SEO:<\/strong> Ensure that your data and authority are structured in such a way that AI models see you as the primary source. While there is a growing school of thought that SEO is dead and we should only optimise for AI, following that course blindly would be a costly mistake.
    Read also:<\/em><\/strong>     The unimportant battle: SEO vs. GEO<\/a>.<\/li>\n\n\n\n
  2. Embrace Dark Social:<\/strong> Stop focusing blindly on attribution dashboards. Invest in content that is worth sharing in private groups.<\/li>\n\n\n\n
  3. Build your ‘Human Capital’:<\/strong> In a world of AI content, the voice of the expert (your employees) is your most unique asset.<\/li>\n\n\n\n
  4. Remove the friction:<\/strong> Analyse where you are forcing the customer into a step they do not want to take (such as gated content).<\/li>\n\n\n\n
  5. Focus on Impact, not Output:<\/strong> Do not ask yourself how many posts you have published, but how many decisions you have positively influenced.<\/li>\n<\/ol>\n\n\n\n

    <\/p>\n","protected":false},"excerpt":{"rendered":"Welcome to the world of post-funnel marketing, where the customer journey resembles a pinball machine more than a funnel.","protected":false},"author":1,"featured_media":1255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","footnotes":""},"categories":[146,118,136],"tags":[188,121,190,191,187,194,189,138,193,137,192],"class_list":["post-1254","post","type-post","status-publish","format-standard","has-post-thumbnail","category-e-commerce","category-marketing","category-technology","tag-aida","tag-algorithm","tag-awareness","tag-chatbot","tag-dark-social","tag-data","tag-funnel","tag-geo","tag-human-capital","tag-seo","tag-whatsapp","cs-entry"],"yoast_head":"\nPost-funnel marketing: The future of customer journeys - L\u00e9on Dijksman<\/title>\n<meta name=\"description\" content=\"Why post-funnel marketing is essential for your strategy. 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