Marketing influence attention relevance trust at customer touch points

Marketing Talks · Dec 29, 2025 · 4m

This outlines the Boston Consulting Group's (BCG) perspective on modern consumer purchasing, arguing that the traditional linear marketing funnel is outdated due to the complexity of consumer behavior across digital platforms like streaming and scrolling.

BCG proposes a new framework centered on three essential forces that drive accidental or unexpected purchases: Attention, Relevance, and Trust. Attention is the ability to stop a consumer’s indiscriminate scrolling, while relevance is the feeling that information pertains directly to the consumer’s personal needs and context. Finally, trust…