In light of 4 new marketing truths, research is not measuring the right things anymore to help brands grow.
In: advertising, big data, content marketing, customer journey, customer relationships, data driven marketing, digital marketing, market research, marketing, media, mobile, path to purchase, programmatic advertising, shopper insights, shopper journey, shopper marketing
7 priorities for addressing the slippage between the brand preferred and the brand bought, revealed by adopting a path to purchase framework.
Because we think awareness comes first, then consideration and purchase, we move from reach to targeted advertising, from attitudes to behavior. We need to flip the media funnel.