In practical terms, Epic challenged Apple’s right to force developers into using its in-app payment system, opening the door for brands to steer users toward alternatives with different economics.

Most advertisers today still approach creative with a one-size-fits-all mentality. They produce a flat stack of assets—product demonstrations, testimonials, value propositions—and push them through ...

Before a potential customer buys your product, they have to go through a journey that includes becoming aware of your business, learning about your products, and deciding to buy one from you. This ...

As AI agents collapse the consumer funnel and mediate more decisions, brands must strengthen the distinctly human moats — loyalty, trust, community, ecosystems of convenience and meaningful human care ...

A strategic look at allocating paid media budgets across the funnel, with evidence-backed models and practical guidance for ...

The oft adhered to rules of marketing are changing - not by trends, but by tectonic shifts in consumer behaviour, ...

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 ...