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 ...

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 ...

Increasingly fragmented, complex shopper journeys are forcing retailers to reinvent themselves, ushering in a new era in which the traditional purchase funnel model is no longer relevant. eBay is keen ...

David Edelman of research firm McKinsey & Company articulated what most marketers probably already know, whether they are admitting it to themselves or not: it's time for the purchase-funnel paradigm ...

The concept of “the funnel” is a sacred cow in marketing. The basic concept of leads progressing through a series of steps of escalating interaction until they finally make a purchase is intuitive. At ...

Every marketer is familiar with the traditional brand funnel. Many organisations still rely on a simplified version – aware, consider, prefer or choose – to track marketing effectiveness and guide ...

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