The traditional marketing funnel has developed into a sieve; gone are the days of the linear sales and marketing progression. Consumers now start the sales process from a multitude of entry points including category awareness, brand preference, local availability to point of purchase promotion, and exposure to social media interactions. Today’s multimodal consumer presents both risks and opportunities to brands that integrate their marketing communications strategy.Since the advent of Internet marketing, strategy has called for a careful calibration of branding efforts and direct response. Marketers could balance the needs for both with defined budgets for branding and measurable ROI for direct response.



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