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 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 ...

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 ...

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 ...

For more than a decade, the zero-interest rate policy (ZIRP) created an environment where capital was cheap, risk tolerance was high and the prevailing growth strategy was simple: acquire customers at ...