In today’s digital age, the path to purchase looks nothing like it used to. In this five-part series, we’ll explore the critical but often overlooked middle of the funnel, known as the ‘messy middle.’ Leveraging insights from Google’s recent research, we’ll uncover the hidden factors influencing modern consumer choices, from brand loyalty to competitor conquest. 

For years, marketers relied on what’s called the “marketing funnel” to map a buyer’s journey, from the first moment they hear about a product to the final decision to buy. The idea was straightforward: the more times a person interacted with a brand, usually around seven “touches,” the more likely they’d end up making a purchase. 

But that was then, and this is now. Today, the customer journey has become a lot more complicated—so complicated that marketers now refer to it as the “messy middle.” 

So, what exactly is the “messy middle”?

Imagine a place where consumers are constantly exploring options, going back and forth between brands, and changing their minds. Today, buyers don’t move in a straight line from “awareness” to “decision.” Instead, they navigate through a maze of research, comparison, and sometimes even doubt, before making a choice. This non-linear path means people are influenced by many factors all at once: from social media and ads to product reviews and friends’ recommendations. 

Instead of a predictable journey, today’s buyers are in an ongoing process of evaluating and re-evaluating. They aren’t just waiting to be convinced; they’re actively exploring options and analyzing each one. This is why we call it the “messy middle”—it’s chaotic, ever-shifting, and anything but straightforward. 

How You Win:

For brands to stand out, they need more than just repeated interactions. Success in today’s marketing landscape requires being present where and when it matters most. In the messy middle, it’s all about showing up and staying visible while consumers explore, compare, and decide.  

Next up: Why Traditional Marketing Funnels Don’t Work Anymore—find out how evolving consumer behaviors and the complexity of the ‘messy middle’ challenge the effectiveness of the classic funnel approach.