Should marketers move from the purchase funnel to a “trust loop”?

Consumers do not make linear journeys through the purchase funnel, but instead might usefully be depicted as sitting within a “trust loop”, public relations consultancy Edelman has argued.

Marketers should abandon the idea of linear journeys through the purchase funnel and embrace a cyclical “trust loop”, according to public relations consultancy Edelman.

Courtney Miller, the company’s EVP/head of US strategy, argued that “killing” the funnel – and its classic four-stage pathway from awareness to interest, decision and action (AIDA) – was made necessary by the evolving contours of how people relate to brands today.

“It really started from the premise that the world is changing fast – not annually, not monthly, sometimes not even daily. It's changing as we are sitting here,” Miller told delegates at SXSW 2024...

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