How do we reach the “readier” to purchase consumer to increase ad effectiveness? Digital activities that are self-directed, e.g. search or visiting a brand’s website guarantee recency because the consumer controls the timing of the message not the marketer.
In a digital age, how people seek out your brand is their choice, not yours so you need a digital strategy that makes it natural and easy for people to find you given the purpose they have in mind.
Media is no longer a force exerted against a passive audience. In a digital age, brand communication lives in an action environment and its purpose should be to amplify and shape consumer activities along the digital path to purchase.