eringilliam: awareness*

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  1. The world consumes media, entertainment, information, news, and advertising messages very differently than just a few years ago. Our changing consumption patterns haven’t changed the way we make a decision or purchase, however.

    You need to ask yourself if your digital marketing efforts are enough to establish awareness, familiarity, and confidence with consumers so they’ll engage and take action to do business with you. Remember, traditional media and internal processes still play an integral role in balancing the right marketing mix.
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  2. The average customer visits dozens of websites in a single session, yet marketers typically only have visibility over one of them: their own.

    A few years ago, this might have been enough. A typical campaign might consist of three elements: an advert for building awareness among a target audience, a landing page with the brand’s value proposition (acting as a click-through destination from the ad), and a checkout page to register conversions from the landing page.

    But the online customer journey in 2017 is incredibly complex, with dozens of different touchpoints and channels influencing the ultimate decision to purchase from a brand. This makes using a brand’s own website to track customer behavior akin to using a last-touch attribution model: it can never provide the complete picture.

    So how can marketers gain visibility over everything that customers do when not on their site?
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  3. We all know that digital marketing moves fast, and because of that, there’s a tendency to always look towards the next best thing and focus less on the lessons of the past. But developing an awareness and understanding of past mistakes is one of the best ways to pave a path to future success.

    When we look at how brands have run their digital marketing campaigns in the past, we’ve noticed many of the same issues coming up time and time again. Being aware of the most common digital marketing mistakes can help ensure your brand avoids them in the future, so with that in mind, here are some of the biggest missteps brands routinely make.
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