1. Streaming: Always-On Content Consumption
Streaming is no longer just for movies or music—it’s a continuous, personalized content experience. Platforms like YouTube, connected TV, and podcasts enable consumers to engage with content across various channels. Unlike traditional advertising, streaming is interactive, enabling seamless transitions from discovery to decision-making.
To stand out, focus on content sequencing, AI-powered personalization, and interactive storytelling that transforms passive viewing into active engagement.
2. Scrolling: Discovery in Motion
Scrolling is today’s digital version of window shopping. Whether browsing social feeds or searching for inspiration, people often consume content without the intent to buy. However, the right creative or influencer recommendation can spark interest and drive action in an instant.
To capture attention in this fast-moving environment, use optimized creatives: engaging visuals, compelling stories, and AI-powered personalization.
3. Searching: Intent-Driven Exploration
Search behavior has evolved beyond simple queries. Today’s consumers use AI-powered tools like Gemini for conversational searches, Google Lens for instant product identification, AI-generated overviews, and multimodal search that combines text, image, and voice. Many also turn to YouTube to explore product reviews and real-life demonstrations.
To keep up, optimize for diverse search ecosystems and incorporate AI-based advertising solutions. Tools like Smart Bidding, broad match, and auto-generated assets can save time and deliver results.
4. Shopping: Seamless, Nonlinear Transactions
Today’s consumers demand frictionless shopping experiences—whether through a social commerce post, a shoppable YouTube ad, or an in-app checkout. The traditional purchase funnel has blurred, with impulse buys and multi-touchpoint decisions becoming the norm.
To meet these expectations, integrate shopping into every relevant marketing touchpoint. AI-powered recommendations, personalized offers, and strategic calls to action will help drive conversions at any stage of the customer journey.
Embracing the 4S Behaviors
The rise of the 4S behaviors brings both challenges and opportunities. Consumer journeys are more fragmented, making influence harder to predict. But, this also opens doors to engage, influence, and convert in more meaningful ways.
To succeed in this dynamic landscape, marketers need a flexible approach that moves beyond the traditional linear marketing funnel, embracing the power of influence and AI. By doing so, strategies can better align with the complexities of today’s consumer journey.
Source- Google
