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Consumers don’t typically have positive views of the companies that are advertising to them. In fact, most are usually annoyed that they’re being advertised to at all, and that’s the uphill battle advertisers fight.",{"__typename":67,"name":68,"clientId":69,"parentClientId":58,"anchor":58,"attributes":70},"CoreHeading","core\u002Fheading","6a05fbce94d13",{"__typename":71,"textAlign":58,"level":72,"align":58,"anchor":58,"content":73},"CoreHeadingAttributes",2,"Awareness (Top of Funnel—TOFU)",{"__typename":55,"name":56,"clientId":75,"parentClientId":58,"attributes":76},"6a05fbce94d15",{"__typename":60,"align":58,"backgroundColor":58,"content":77,"fontSize":58,"textColor":58},"“How is there an unskippable 30-second ad in front of a minute-long video?”",{"__typename":55,"name":56,"clientId":79,"parentClientId":58,"attributes":80},"6a05fbce94d16",{"__typename":60,"align":58,"backgroundColor":58,"content":81,"fontSize":58,"textColor":58},"The first instance of awareness is typically annoyance. People don’t like seeing ads. As much as we care about advertising, we might enjoy commercial breaks ourselves because we get to see what other creative work is out there. For most people, it’s just a thing standing between them and the content they actually want to see.  ",{"__typename":55,"name":56,"clientId":83,"parentClientId":58,"attributes":84},"6a05fbce94d18",{"__typename":60,"align":58,"backgroundColor":58,"content":85,"fontSize":58,"textColor":58},"The way to overcome this is to make your advertisements something enjoyable, something that people will want to see. A time-honored tactic in advertising is to create an earworm, a catchy song or jingle that gets in a consumer’s head, but sometimes advertisers take these too far and try to intentionally annoy consumers for the sake of being memorable. (Kars 4 Kids, we’re looking at you.) When consumers have so much choice, it’s not worth it to create a memorable first impression if they remember it because it was bad. Focusing on enjoyable, visually interesting creative will help give the consumer an experience that’s memorable for the right reasons, even if it’s playing before the video essay they’re trying to watch while eating dinner.",{"__typename":67,"name":68,"clientId":87,"parentClientId":58,"anchor":58,"attributes":88},"6a05fbce94d19",{"__typename":71,"textAlign":58,"level":72,"align":58,"anchor":58,"content":89},"Consideration (Middle of Funnel—MOFU)",{"__typename":55,"name":56,"clientId":91,"parentClientId":58,"attributes":92},"6a05fbce94d1b",{"__typename":60,"align":58,"backgroundColor":58,"content":93,"fontSize":58,"textColor":58},"“Oh no! 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When someone’s making a quick decision, they aren’t going to start researching a product, their simply going to seek a speedy solution.",{"__typename":67,"name":68,"clientId":103,"parentClientId":58,"anchor":58,"attributes":104},"6a05fbce94d20",{"__typename":71,"textAlign":58,"level":72,"align":58,"anchor":58,"content":105},"Conversion (Bottom of Funnel—BOFU)",{"__typename":55,"name":56,"clientId":107,"parentClientId":58,"attributes":108},"6a05fbce94d21",{"__typename":60,"align":58,"backgroundColor":58,"content":109,"fontSize":58,"textColor":58},"*Check out on Amazon*",{"__typename":55,"name":56,"clientId":111,"parentClientId":58,"attributes":112},"6a05fbce94d22",{"__typename":60,"align":58,"backgroundColor":58,"content":113,"fontSize":58,"textColor":58},"There really isn’t a lot to say here. If you’ve reached this stage, the advertising has done its job and you deserve a pat on the back.",{"__typename":67,"name":68,"clientId":115,"parentClientId":58,"anchor":58,"attributes":116},"6a05fbce94d24",{"__typename":71,"textAlign":58,"level":72,"align":58,"anchor":58,"content":117},"Loyalty & Advocacy (Post-Purchase)",{"__typename":67,"name":68,"clientId":119,"parentClientId":58,"anchor":58,"attributes":120},"6a05fbce94d25",{"__typename":71,"textAlign":58,"level":121,"align":58,"anchor":58,"content":122},3,"Loyalty",{"__typename":55,"name":56,"clientId":124,"parentClientId":58,"attributes":125},"6a05fbce94d27",{"__typename":60,"align":58,"backgroundColor":58,"content":126,"fontSize":58,"textColor":58},"More appropriately called the “devil you know” stage.",{"__typename":55,"name":56,"clientId":128,"parentClientId":58,"attributes":129},"6a05fbce94d28",{"__typename":60,"align":58,"backgroundColor":58,"content":130,"fontSize":58,"textColor":58},"True brand loyalty is much harder to come by than what we typically perceive as brand loyalty. 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Getting someone to switch from the brand they currently prefer is difficult any way you slice it, but not impossible. People might shop around for a better deal or because a brand’s values better align with their own. Using strategies like email marketing to recent customers and offering discounts that reward loyalty are great ways to build loyalty. When customers feel like they’re getting a little something extra from their preferred brand, then there’s almost no reason to look elsewhere.",{"__typename":67,"name":68,"clientId":144,"parentClientId":58,"anchor":58,"attributes":145},"6a05fbce94d2d",{"__typename":71,"textAlign":58,"level":121,"align":58,"anchor":58,"content":146},"Advocacy",{"__typename":55,"name":56,"clientId":148,"parentClientId":58,"attributes":149},"6a05fbce94d2e",{"__typename":60,"align":58,"backgroundColor":58,"content":150,"fontSize":58,"textColor":58},"“Oh, I prefer ___.”",{"__typename":55,"name":56,"clientId":152,"parentClientId":58,"attributes":153},"6a05fbce94d30",{"__typename":60,"align":58,"backgroundColor":58,"content":154,"fontSize":58,"textColor":58},"Brand advocacy is much more casual and subdued than people in the advertising world make it sound. Even if you simply adore your Verizon Fios internet, you’re not walking around town in a shirt with a Verizon logo, telling passersby about how fast your internet is. While advertising is capable of helping in the first four stages of the funnel, few people are recommending Progressive insurance to their friends because they have funny commercials. (Notice we said “few” and not “nobody,” because we’re absolutely doing that). ",{"__typename":55,"name":56,"clientId":156,"parentClientId":58,"attributes":157},"6a05fbce94d31",{"__typename":60,"align":58,"backgroundColor":58,"content":158,"fontSize":58,"textColor":58},"While the best way to turn customers into advocates is to have a product so good they can’t help but recommend it to their friends, the humbler advertiser isn’t quite done yet. This is the time for a brand advocacy program. Reward your customers for helping you find new customers.",{"__typename":67,"name":68,"clientId":160,"parentClientId":58,"anchor":58,"attributes":161},"6a05fbce94d33",{"__typename":71,"textAlign":58,"level":72,"align":58,"anchor":58,"content":162},"To Be Successful in the Marketing Funnel, You Have to Think Like a Marketing Funnel",{"__typename":55,"name":56,"clientId":164,"parentClientId":58,"attributes":165},"6a05fbce94d34",{"__typename":60,"align":58,"backgroundColor":58,"content":166,"fontSize":58,"textColor":58},"You’d be forgiven if you read this and think our conclusion is that it’s not even worth trying, but that’s not the case at all. The whole point is that the marketing funnel isn’t dead, but it definitely isn’t what you picture when you read words like “loyalty” and “advocacy.” The hill you have to climb is much steeper than these terms would have you believe, but that just means you have to be better prepared for the climb. 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