The marketing funnel isn’t dead; it’s expanding into something more dynamic. Today’s consumers move through an interconnected journey where community engagement and authentic partnerships drive discovery and advocacy. This change requires new measurement and optimization approaches.

The evolution of the customer journey

Traditional marketing funnels fail to capture how modern consumers actually behave. While the AIDA model assumes a straightforward path from awareness to purchase, today’s customer journey is cyclical and community-driven. Research by impact.com shows Gen Z and millennial consumers are reshaping commerce through their demand for measurable authenticity.

Consider this: while 56% of Gen Z distrust brand claims, they readily turn to peer communities and social platforms for purchase guidance, according to research from Archival. The explosion of user-generated content and creator partnerships hasn’t just added new marketing channels—it’s created complex interactions that require sophisticated measurement approaches to understand their true business impact.

For marketers, this means evolving beyond top-of-funnel metrics. Success today requires understanding how partnerships influence the entire customer lifecycle, from initial discovery to ongoing advocacy. The goal isn’t just to drive individual purchases but also to build and measure sustainable communities that inspire consideration and loyalty.

Community as the new commerce center

The traditional playbook of outspending competitors on advertising is giving way to measurable community impact. Footwear brand Hoka’s evolution from a $1 million valuation to $1 billion in revenues demonstrates the ROI of authentic engagement. Rather than competing through mass advertising against giants like Nike and Adidas, Hoka built measurable growth through targeted communities of ultra-runners and fashion enthusiasts. Its distinctive designs became revenue drivers by fostering genuine belonging.

This community-first approach creates what impact.com calls the “authenticity flywheel”—a measurable cycle of advocacy and growth. We see the concrete impact through Bowlero’s TikTok initiative, where strategic creator partnerships generated engagement rates three times the industry standard and influenced purchase behavior. Bowlero’s success came not from reach metrics, but from identifying partners whose authentic experiences drove meaningful customer actions.

Impact on brands and marketers

As brands adapt to this community-driven approach, measuring genuine engagement becomes critical. Traditional metrics like impressions and click-through rates tell only part of the story. Forward-thinking marketers focus on incrementality—understanding how different channels and partnerships influence purchase decisions and drive sustainable growth.

Leading brands are creating cohesive ecosystems where affiliate partnerships, creator content, community building, and brand collaborations work in harmony. User-generated content fuels paid media, while exclusive community offers drive organic advocacy.

Want to hear more about how community shapes the modern customer journey? Register to join impact.com and EMARKETER for “The Customer Journey: Data-Driven Insights on the Modern Path to Purchase,” a live Tech-Talk Webinar on Wednesday, January 29 at 2pm ET / 11am PT.

To transform your marketing strategy for the community commerce era, learn how impact.com’s partnership management platform empowers you to build, measure, and optimize authentic community relationships that deliver real business results. Request a demo today to see how impact.com can accelerate your partnership success.

—Cristy Garcia, CMO, impact.com