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Brand Awareness Article

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To Convert More Customers, Focus On Brand Awareness

Before you read this article, see the meaning of these words.

Hurdle – Obstacle

Savvy – Astute

Path – Trail, small route, way

Shift – movement

Beyond – Far from something.

Gain – To obtained something

The bottom line – The important factor of something

If Growing Conversions Is The Goal, Then Brand Awareness Is The Route

While it may seem simplistic, for consumers to make a purchase, they first need to know a brand exists.

Brand awareness is the probability that consumers recognize your brand, products or services. Fast-moving marketers seeking instant gratification often dismiss the importance of recognition, but it’s actually a critical piece of getting into a consumer’s consideration set.  

When it comes to purchasing decisions, studies show that the brands consumers recognize most are more likely to be included in their consideration sets. In fact, 75% of shoppers said they are more likely to purchase from a company that knows their name and purchase history.

Before diving head-first into a marketing campaign, company leaders should make sure their sales and marketing teams understand fully how long it might potentially take someone to buy from their company. Marketers must consider the different stages a consumer goes through before they make a first purchase, including:

Stage 1 – Pre-Awareness

Stage 2 – Awareness

Stage 3 – Research and familiarity

Stage 4 – Shopping and consideration

Stage 5 – Decision and purchase

Stage 6 – Advocacy

In the early stages of the *path to conversion, marketers should make brand awareness and visibility a top priority. They can accomplish this via various strategies, including social, organic search, publications, media mentions, offline promotions and more.

A strong identity and presence can help put any brand at the top of consumers’ minds. According to research, digital interaction influences 70% of purchases

Brand Familiarity (And Why You Must Conquer It Before Anything Else)

By definition, brand familiarity is the process of creating brand presence by providing awareness, emotional connection, value, accessibility and relevant differentiation for your audience. Building strong brand familiarity is one of the most significant *hurdles companies face.

Considered the most primal form of consumer knowledge, company leaders need to understand the importance of allocating marketing budgets–without expecting Return on Advertising Spend (ROAS)–to sustain as a lasting, thriving and well-known business.

Within the brand familiarity process, goals include:

 • Building a strong branding presence by giving clarity to the vision, mission, target market and products sold

• A willingness to invest in brand awareness campaigns without expecting a ROAS

• Consistent and regular engagement to become familiar with the people gravitating toward their brand

*The Bottom Line

Today’s consumers are distracted, but they are also *savvier than ever before. Marketers can be *savvy, too.

The *path to purchase model has *shifted and will continue to evolve. To make real growth possible, marketers must take a long-view approach by carefully analyzing consumer behavior to *gain actionable insights into how shoppers arrive at their purchase decisions.

It’s also critical to invest in and make brand awareness a top priority, striving to reach consumers where they live, work and play. With this approach, companies can earn the familiarity that will bring their brand top of mind for inundated consumers.

To build a business that’s sustainable, predictable and scalable–and that has a future *beyond pure luck–brands must conform to best practices along the conversion journey, strategically guiding target audiences from one stage to the next. They also must recognize the importance of investing marketing dollars (and patience) to develop awareness and an emotional connection successfully.

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Brand Awareness Article