Why Read This
Marketing leaders still spend more money to create awareness — the beginning of the marketing funnel — than they spend on consideration and preference. Despite these investments, most US consumers told us they usually start shopping without a specific brand in mind but with a research focus to find the product they want. To effectively engage with these consumers, marketing executives need to shift their marketing budgets from the beginning to the center of the funnel to increase consideration and preference. Traditional media like television or newspapers will not be as useful here, as consumers respond better to in-store information, peer advice, and the Internet to make their purchase decisions.