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 ...

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 ...

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 ...

The brand funnel could be on the verge of extinction, according to 5D’s CEO Lyndall Spooner who believes the century-old model is “no longer a reliable blueprint for consumer behaviour.” Spooner, the ...

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 ...

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 ...

Every time Julia publishes a story, you’ll get an alert straight to your inbox! Enter your email By clicking “Sign up”, you agree to receive emails from ...