Why is phishing still successful?

In recent times, there has been a dramatic shift from bulk spam emails to targeted email phishing campaigns. Such attacks have started to cause huge brand, financial and operational damage to organisations globally. Phishing attacks involve simple, straightforward, masquerading methodology.(1) The aim is to lure and trick an unsuspecting victim in order to elicit as much information as possible, using SMS, email, WhatsApp and other messaging services, or phone calls that have been spoofed to appear is if they are from known, reliable friends or colleagues.(2)