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 ...

NEW YORK -- Automotive marketers have been slow to recognize that Internet shopping has shot the traditional "purchase funnel" full of holes. "Until recently, the auto business and consumer package ...

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 ...

According to a new study by Nielsen, commissioned by inPowered and entitled The Role of the Consumer in the Decision Making Process, consumers report an increase in usage across all sources of ...

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 ...

On the surface, it seems like Toyota (TM) is weathering the storm of bad publicity from the giant Toyota recalls earlier this year pretty well. After all, Toyota's U.S. sales are nearly even with last ...

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 ...

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 ...

LOS ANGELES -- Awareness. Consideration. Preference. Purchase. The automotive purchase funnel has been written in stone for decades. While more data than ever are available on consumer habits, those ...

Pre-pandemic, Great Wolf Lodge devoted the majority of its media strategy to performance-based marketing and programmatic buying. But as the family resort rebuilds after the pandemic, it’s turning ...