Don’t Follow a Funnel, Create Content for an Engine [Research]

Since 1902, marketers have relied on the Attention-Interest-Desire-Action (AIDA) Model developed by Elias St. Elmo Lewis to understand how consumers learn about and take actions related to brands. The growing influence of the consumer’s voice in an always-on digital environment, however, has made obsolete many of the AIDA Model assumptions that underlie the funnel-based view o ...Read the full article

The Consumer Engagement Engine

Tom Collinger of Northwestern's Spiegel Research Center discusses new research about the various levels of consumer engagement and their impact on customer lifetime value.