Close

CMO.com by Adobe delivers marketing insights, expertise, and inspiration for and by marketing leaders—all aimed at helping CMOs and senior marketers lead their brands in this new digital world. To help marketers stay informed and save time, CMO.com features curated content from more than 150 leading sources, in addition to original content from thought leaders at Adobe and across the industry.

Adobe is the global leader in digital marketing and digital media solutions. To learn more about how Adobe helps marketers make, manage, measure, and monetize digital content across every channel and screen, visit:

Visit Adobe.com  Adobe Marketing Cloud

Insight/ Strategic Planning

The Dim Light At The End Of The Funnel

Over the years, businesses have developed sales, marketing and service strategies around the funnel. Awareness, interest, desire, action, to this day, describes the likely steps a customer may take in making a decision. Over the years, it was assumed that the liner path would also continue through a transaction to a state of loyalty and ultimately advocacy. The process of customer engagement to this day is designed to shepherd people along this delicate path. For at any moment, consumer attention, interest, and resulting action could fall astray without superintendence.

Read full story »