Transactions or Relationships? High-tech or High-touch? Profit or Purpose? Savvy brands from Sephora to Stitch Fix to Wells Fargo transcend the tradeoffs and find a way to choose both.
Does the funnel still work in a digital, social, mobile age? The funnel and Customer Decision Journey aren’t going away, but the buying process is no longer linear. We need new models of customer engagement that allow us, as marketers, to enable and empower, not just persuade and promote.