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 ...

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. For decades, marketing 101 ...

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 ...

Shorter video spots are more effective than previously thought at influencing consumers throughout the purchase funnel, a model that describes the customer journey from first seeing an ad to buying a ...

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 ...

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 ...

As the digital space expands, so does its ability to break through limitations posed by borders – both the literal and figurative kind. Gone are the days where people needed to overcome challenges of ...