Through the purchase funnel: Extending brand presence through the entire shopper journey

This article considers the ways in which brands can be manifested throughout the purchase journey, drawing together the artificial divide of marketing and sales.

Through the purchase funnel: Extending brand presence through the entire shopper journey

David Ward

Until recently marketing and sales were often considered two distinct silos, and any branding that took place at brick and mortar retail was often limited to a good package design or a clever end-cap display. Thanks largely to the combination of new technology and consumers who are open to actively engaging with a brand virtually anywhere or any time, marketers are finding increasing opportunities for delivering messaging all along the path to purchase, including as shoppers stand in the store aisle finalizing their selections.

"The division...

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