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.

This Could Be One of the Most Underestimated Employee Benefits

What's more important than salaries at your small business? Small business owners and entrepreneurs sometimes believe they …
Subscribe

Tom Watson Cleans Up With Startup Guide

When it comes to starting a business, Tom Watson advises other entrepreneurs to do what he says, not necessarily follow … More
Editor's Picks


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