In the battle to attract and retain new customers, competition is inevitable. When consumers research their next big purchase, they have access to numerous options when it comes to brands and products – it can be a challenge for brands to ensure they are seen. Not to mention, people consume information through a variety of channels – whether it’s on mobile, desktop and broadcast, among other channels.
For example, a teen watching TV at home might see an ad for a new fall coat, and come across an ad for the same coat on social media later that afternoon. These interactions might prompt her to visit her nearest department store over the weekend, where she comes across a competitor’s ad for a new fleece jacket. But, feeling more connected with the ads from the first brand, she continues with her original purchase….
Read the full post at AW360 here.