The Best Marketers Have a Strategy for Moving Their Customers Through Each Phase of the Purchase Cycle

A long-time friend once shared an interesting insight about a global candy bar brand’s marketing strategy. Their mission wasn’t necessarily to get you to buy the candy bar at the cash register—but to get you to say no to it.

Think about that for a second.

Most of the products you walk by in a grocery store don’t even register in your mind. You don’t consciously think, “Should I buy this?” You just keep walking. But if a brand can move you from complete indifference to an active consideration, that’s already a huge win.

And it all starts with awareness—because awareness all starts with your brand’s message.

If people don’t know you exist, they’ll never consider you. If they don’t understand what makes you different, they won’t engage. The best marketers don’t just hope their audience will buy—they strategically move them through every phase of the purchase funnel, from awareness to consideration to conversion.

And when it comes to building brand awareness, there’s no better tool than Connected TV (CTV). It puts your message in front of the right audience, at the right time, in a format that drives engagement and recall. If you want to start winning the battle for consideration, start by making sure your brand is seen and heard in the first place.

#Marketing #CTV #BrandAwareness #Strategy #ConsumerBehavior