McKinsey’s Edelman Says Ditch The Funnel


David Edelman of research firm McKinsey & Company articulated what most marketers probably already know, whether they are admitting it to themselves or not: it’s time for the purchase-funnel paradigm to go into the trash bin of history along with those similarly shaped — although infinitely more annoying — South African horns of FIFA World Cup fame.

Speaking at the CMO Council in New York on Nov. 17, Edelman explained that McKinsey has come up with a new model, which it calls the Consumer Decision Journey (CDJ). The concept also offers  the benefit of having a visual device that looks like something much closer to the hearts of New Yorkers: a bialy.

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