Gen Z consumers behave differently towards brands than other demographics, according to a new Edelman Trust Barometer study. The purchase is often the starting point for the brand relationship, not ...

For decades, marketing 101 courses have taught and reinforced the very linear, very neat progression of the purchase funnel. Guiding marketing decision-making since its inception, it’s a rinse and ...

A recent series of three posts on the Harvard Business Review blog by Karen Freeman, Patrick Spenner and Anna Bird explored some of the myths about how consumers make decisions. I think each of these ...

Earned, owned, and paid media no longer operate in silo. In-feed, they collapse into one thing. A creator post is social ...

Choice is increasingly shaped by technology and growth depends as much on retention and advocacy as acquisition.

A sales funnel, also known as a purchase funnel, is a model that illustrates the theoretical customer journey toward the purchase of a product or service. This concept is called a funnel because it ...

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