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 ...

In this Brand Innovator Spotlight, Marc Speichert, CMO of L’Oreal USA, explains how the beauty company is leading consumers down the purchase funnel digitally and provides vivid examples. Brandon ...

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 ...

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 ...

Holiday data shows consumers deciding faster than ever, pushing marketers to build frictionless, trust-first experiences that ...

You are probably familiar with the purchase funnel that illustrates the customer journey to a conversion. You can also use this concept to identify keywords to include in your paid search campaigns. I ...

Social commerce is a brand-new shopping experience that is all about inspiration and product discovery, but entrepreneurs and retailers are anxious to transform that interest at the "top-of-the-funnel ...

Despite the rocky economy weighing down on consumer spending and confidence, Americans credit media advertising with influencing their purchase considerations, according to a major study released 11/9 ...