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While a consumer planning to make a purchase invariably turns to Search, by that time it\u2019s already too late to woo them if your brand isn\u2019t top-of-mind.<\/p>\n
That\u2019s because consumers enter that \u201cactive phase\u201d with their top-3 brands already selected, according to recent research by Bell Media. And if your brand isn\u2019t in that top 3, it\u2019s not likely being searched for.<\/p>\n
\u201cAlthough purchases only take place during the active phase, brand consideration is really necessary to attract consumers when they do ultimately take that plunge,\u201d Alicia Olson-Keating, Senior Director of Research with Bell Media, said during a recent ACA webinar. \u201cAdvertisers cannot really afford to wait until the consumer enters that phase before building the brand consideration.\u201d<\/p>\n
The underlying message was that marketers need to invest in upper-funnel media like TV and radio, to maintain brand health and equity, as well as create demand for their products, while using Search to capture that demand and convert it into sales.<\/p>\n
The media company\u2019s study, done in partnership with MediaCom Business Unit and a large automotive company, covered a three-year time period and measured TV, online, newspaper, OOH, radio and search.<\/p>\n
The findings were specific to the automotive category \u2013 the average consumer changes vehicles only every six or seven years \u2013 meaning the \u201cpassive phase\u201d is much longer. This served to emphasize the importance of creating brand awareness and consideration. Olson-Keating says Bell Media plans to conduct studies in other key categories so it can compare media-weight levels, message-decay rates and saturation levels, as well as identify how optimization works across media.<\/p>\n
![\"ROI](\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2015\/08\/20150813-chart.jpg\")
Other findings from this study included:<\/p>\n
Bell Media also identified optimal spend for the different media. Here are the findings:<\/p>\n
Paid Search (SEM): between 4 and 7% of budget
\nBrand TV : between 11 and 23% of budget
\nOffer TV : between 30 and 57% of budget
\nRadio: between 10 and 19% of budget.<\/p>\n","protected":false},"excerpt":{"rendered":"
While a consumer planning to make a purchase invariably turns to Search, by that time it\u2019s already too late to woo them if your brand isn\u2019t top-of-mind.<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[97],"tags":[],"acf":[],"yoast_head":"\n