Channel fragmentation and increasing media options provide consumers with an abundance of choice, but they present a hurdle for marketers that rely on traditional mass reach channels to increase brand awareness. And just as we’ve seen in previous years, the marketers surveyed for Nielsen’s 2022 Annual Marketing Report say building brand awareness is their top objective for the year ahead. Similarly, their top business priority is new customer acquisition.

While there is no discounting the importance of reaching the largest audience possible, doing so today requires increasingly more planning and strategy than it did when our media choices were far more finite—and marketers could use a handful of channels to meet their mass reach needs.

To achieve their top objectives, marketers need to reach large prospective customer groups. Amid a readily fragmenting media landscape, however, they need to approach mass reach differently than they did when it was easier to define what it means to “watch TV.” That being said, the need to drive brand awareness has never been greater.

In addition to the prevalence of choice and access, some traditional sources of brand equity are less apparent than before the pandemic simply because of reduced visibility. With many consumers shopping less regularly at physical stores, for example, the frequency of seeing a product on a shelf or a sign in a store window has declined.

In today’s world, it’s a risky proposition to take non-marketing sources of equity for granted. These examples also elevate the importance of staying top-of-mind with consumers when a

Original Source


Notice: ob_end_flush(): failed to send buffer of zlib output compression (0) in /home/biznews/public_html/wp-includes/functions.php on line 5221