The modern consumer journey according to DemandCurve:

1. They see your ad while doom-scrolling Instagram. They click.
2. Something distracts them away from their phone.
3. They remember later in the evening (or 3 weeks later) thanks to a Trigger Event.
4. They Google your company name.
5. They visit your homepage, not the conversion-focused landing page you intended them to hit.

Between screenshots and post save buttons, everything is a bookmarking app now.

Marketing is like gardening. You plant a bunch of seeds and sometimes the best plant comes from the compost heap.