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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...