The Biggest Problem Marketers Face? Brand Unawareness

The pathway from being initially aware of a brand to buying that brand can be complex, and it differs for different brands. Some customer journeys might be best captured by a three stage path from awareness to purchase while others might have a five stage path that includes repurchase, and so on. Read more →

What to Do When Your Customers Aren’t Shopping

A recent study by the Ehrenberg-Bass Institute of Marketing Science found that only 5% of big ticket item shoppers are in the market at any given time. This finding points out a big difference between the way consumers think about high involvement purchases. Read more →

Your Brand in the Mind of the Customer

When we talk about “brand” we’re often talking about the perceptions that our customers or audiences have about our product. And as marketers, we understand that the customer’s perception is shaped by many factors, like the logo, the packaging, the advertising, and the experience surrounding the product. Read more →

Why We Pay Attention to TV

Marketers are keenly interested in the amount of attention received by their advertisements, yet they’re also aware that attention is difficult or sometimes impossible to measure. Read more →

How to Increase Ad Recall

Research from the University of Amsterdam affirmed that viewers who were exposed to ads where a specific product was shown had higher recall and affinity for the product shown in the ad. Of course, this doesn’t come as a surprise and we’d hope to see that exposure would make an impact. Read more →

Why That Ad Sucks: Marketing and Memory Science

Only 16% of advertising is remembered and correctly attributed by consumers. Yes, you read that right. Consumers don't remember the majority of ads they see, and when they DO remember the ad, they can only identify the brand 40% of the time (Sharp, 2010). Read more →

Two Key Components to Marketing Success

We’ve been talking a lot about the role of distinctiveness and differentiation in marketing lately. And rightly so, since these two components critically work together to create effective ads and help brands grow. Read more →

Inflation and Price Increase: What Marketers Need to Know

Recent Google Trends data shows a huge spike in individuals searches around the term “inflation.” At the same time, many marketers are aware of increases in pricing within their organization as a result of factors such as the packaging, production, transportation and supply of goods. Read more →

What Do Influencers Look Like in 2021?

Influencer marketing has increased in popularity over the last ten years along with the increased use of social media platforms. But does it make sense to talk about influencer marketing the same way today as we did a few years ago? Read more →