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 ...

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 ...

Is the purchase funnel (a.k.a., the path to purchase) nothing more than a marketing myth? Well, despite being “a great mental image, it’s impossible to find any such thing,” according to Claudia ...

Consumers are shifting their shopping online. According to eMarketer, e-commerce sales will make up 21% of worldwide total retail sales this year with US retail e-commerce sales expected to surpass $1 ...

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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Intel has a product to sell, but it’s not a retailer. And that’s where campaign management gets tricky. The chip manufacturer has long partnered with retailers and ecommerce sites like Walmart, Best ...