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.



Who Voted for this Story



Comments


Log in to comment or register here.

Give millennials a reason to stay - The benefits that can help you retain young talent

Job-changing is fast and furious in the early years of millennials’ careers: Young adults born in the early ‘80s …
Subscribe

Adam Gottlieb @FrugalEntrepren Schools Businesses with Real Life Experience

While most other high school kids were simply worried about passing math and physics or finding a job for the summer, … More
Editor's Picks


Have you tried BizSugar's new video posting feature?
Share your small business tips with the community!
It's time to up your game with video on BizSugar!
Post your small business video to BizSugar today!