While today’s buyer journey has changed dramatically from years past, at least one thing remains the same — either consumers know your brand from the start, or you have to interrupt their buying-decision process to get their attention.
McKinsey research suggests media fragmentation and product proliferation leads consumers to limit the number of brands they consider at the beginning of their buyer journey. Data also suggests that top considerations are “up to three times more likely to be purchased” than ones that didn’t make the cut.
