THE NEW RULES OF ENGAGEMENT: CONSUMER DECISION-MAKING AND MOBILE MARKETING TRENDS
DOI:
https://doi.org/10.30888/2663-5712.2025-31-03-075Keywords:
mobile marketing, consumer journey, marketing funnel, behavior, brands, usersAbstract
The article explores how mobile devices reshape consumer behavior and challenge the traditional marketing funnel. Based on research from BCG, McKinsey, and others, it outlines the new, non-linear consumer journey shaped by streaming, scrolling, searching,Metrics
References
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It’s Time for Marketers to Move Beyond the Linear Funnel // Boston Consulting Group. URL: https://www.bcg.com/publications/2025/move-beyond-the-linear-funnel?linkId=12611608
The consumer decision journey // McKinsey. URL: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-consumer-decision-journey
What You’re Getting Wrong About Customer Journeys // Harvard Business Review. URL: https://hbr.org/2022/07/what-youre-getting-wrong-about-customer-journeys
Mobile-App Onboarding: An Analysis of Components and Techniques // Nielsen Norman Group. URL: https://www.nngroup.com/articles/mobile-app-onboarding/?utm_source=chatgpt.com
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