In an era where consumer attention is spread across new digital platforms and search engines are evolving into answer tools, the discipline of marketing has changed fundamentally. Traditional strategies that once relied on simple keyword matching and high volume paid ads have led to strict data privacy rules and a demand for genuine engagement. Modern campaigns require a dynamic approach to capture audiences that navigate many points before making a purchase decision.
“The old linear marketing funnel is effectively dead,” said Ms. Lara Buttice who holds a Master of Science in Marketing.
“Marketers used to treat consumer acquisition like an assembly line where you pushed broad ads to the top and waited for sales at the bottom. Today people interact across short videos, AI recommendations, and online communities forcing brands to build trust through first party data rather than relying on third party tracking.”
The rapid rise of generative technology is also changing how consumers discover products online. Search behavior has expanded beyond brief keywords toward conversational context questions creating a need for brands to adapt to intelligent search engines.
“Nowadays, when I get an ad while watching a video, I just get annoyed because it feels like they are trying to push it in my face,” said senior Zoe Pazos.”
“If companies found a new way to market that didn’t feel so invasive, I would be more inclined to purchase their products,” she added.
Despite these technological advancements, experts emphasize that software tools and automation cannot replace authentic human connections. As algorithms generate more automated content, consumers are looking for brands that are reliable and provide value consistently.
“In today’s era, the marketplace is filled with automated media which has made it lose its edge,” said senior Camila Echeverri.
“Although it is much easier to use AI to mass produce content, long term customer loyalty is still earned through real interaction and connection,” she added.
