From Funnels to Flywheels: Evolving Performance Marketing for the Experience-First Consumer

Date: 13th August 2025, 10:00 AM

Location: Mumbai

Senthil Kumar Hariram, Founder and MD, FTA Global, explains that performance marketing is moving beyond traditional funnel-based models. Consumers today do not follow a fixed journey, making linear approaches less effective.

The focus is shifting towards a flywheel model where customer experience plays a central role. Every interaction contributes to engagement, retention, and long-term value rather than just conversions.

He highlights that brands need to create seamless and consistent experiences across touchpoints. This requires closer alignment between data, content, and technology to ensure that each stage of the journey is connected.

With AI increasingly influencing how consumers discover and interact with brands, marketers must also ensure their strategies are contextually relevant and intent-driven.

The shift is clear. Performance marketing is no longer just about acquisition but about building continuous engagement that drives sustainable growth.

To read the full article: Link

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