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Is this the end of the marketing funnel? How 4S behaviors are redefining consumer decisions

The consumer buying journey has evolved significantly in recent years. The traditional marketing funnel model, which followed a linear path from awareness to purchase decision, no longer reflects today's reality. Today, consumers interact with br

15 May, 2025 Webhouse.pt Webhouse.pt Webhouse.pt

The consumer buying journey has evolved significantly in recent years. The traditional marketing funnel model, which followed a linear path from awareness to purchase decision, no longer reflects today's reality. Today, consumers interact with brands in a dynamic and multifaceted way, influenced by various digital touchpoints.

Recent research by the Boston Consulting Group (BCG), highlighted by Think with Google, introduces the concept of 4S behaviors - Streaming, Scrolling, Search and Shopping - as central elements in the new dynamics of purchasing decisions. Understanding and adapting to these behaviors is essential for brands that want to remain relevant and effective in their marketing strategies.

1. Streaming: The continuous consumption of content

Streaming transcends the simple act of watching videos or listening to music. It represents the continuous and personalized consumption of content on platforms such as YouTube, connected TV services and podcasts. This behavior allows consumers to discover new brands and products organically, through engaging and interactive content experiences.

Recommended strategies:

  • Develop sequential content that tells a story and maintains the audience's interest.
  • Use personalization based on artificial intelligence to adapt content to individual preferences.
  • Incorporate interactive elements that encourage active consumer participation.

2. Scrolling: Uninterrupted browsing

Scrolling refers to consumers' continuous browsing of social media feeds, websites and other digital platforms. During this process, consumers are exposed to a variety of content that can influence their perceptions and purchasing decisions.

Recommended strategies:

  • Create impactful visual content that stands out amid the abundance of information.
  • Maintain a consistent and authentic presence on social media to build trust and brand recognition.
  • Use storytelling techniques to connect emotionally with the public.

3. Search: The search for information

Online research continues to be a crucial stage in the purchasing journey. Consumers use search engines to obtain detailed information about products, compare options and read reviews from other users.

Recommended strategies:

  • Optimize website content for search engines (SEO), ensuring that relevant information is easily found.
  • Provide clear and detailed product descriptions, including technical specifications and benefits.
  • Encourage and highlight customer reviews and testimonials to reinforce credibility.

4. Shopping: The digital shopping experience

The shopping stage has become more complex, with consumers expecting fluid, personalized and secure shopping experiences. Convenience and trust are determining factors in the final decision.

Recommended strategies:

  • Offer an omnichannel shopping experience, integrating physical and digital stores.
  • Implement secure payment systems and flexible delivery options.
  • Use consumer behavior data to personalize offers and recommendations.

The consumer's purchasing journey is now characterized by continuous and multifaceted interaction with brands, influenced by 4S behaviors. To remain competitive, companies must understand and adapt to these new dynamics, offering personalized and engaging experiences at every point of contact.

At Webhouse, we are prepared to help your brand navigate this new consumer scenario. With digital marketing strategies adapted to new consumer behaviors, we can boost your online presence and strengthen your connection with your target audience. Contact us to develop effective campaigns that meet the demands of the modern consumer.

Source: thinkwithgoogle.com+1thinkwithgoogle.com+1

The internet develops and renews itself in micro seconds, making today's truth, information out of date in minutes, hours or days. All information in this article is valid and current on the date of publication.

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