In a recent article ,

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Imran Hirani (VP Strategic Accounts at Nielsen) points out how, during the pandemic and in the periods immediately following the reopening, companies have focused their marketing efforts, on average, more on retaining existing customers than on acquiring new ones . This type of approach – focused on the lower part of the funnel – is typical of historical periods (and markets) characterized by great uncertainty. The greatest investment in this case is aimed at pushing consumers towards conversions and purchases , so as to be able to count on a more secure return on investment in the short term.

While admitting that dedicating time and resources mainly to consideration afghanistan whatsapp resource and decision actions is still a very common trend among companies today, Hirani states that giving up investing in the upper part of the funnel (and therefore in brand awareness activities) could easily end up being a short-sighted, short-sighted and unsustainable choice in the long term . According to him, marketers should instead learn to recalibrate their tactics, so as to be able to design a balanced marketing strategy in which brand building efforts are perfectly balanced between the upper part of the funnel (brand awareness) and the middle and lower part (consideration and decision).

The definition of brand awareness becomes even more complicated , it becomes even broader, it “stretches”, we could say, across the entire funnel. Companies are thus trying to expand their digital presence , intercepting consumers at different moments of their journey and through different channels and touchpoints .