In a previous article, we discussed how to drive brand consideration by leveraging earned media. After you’ve built a strong foundation, it’s time to amplify your efforts with strategic brand awareness programs that leverage and generate high-fidelity data.
A survey by Bain and Google found that 80 to 90% of buyers have a list of vendors in mind before they start any purchase research. Perhaps more importantly, 90% of buyers will choose a vendor from their initial Day 1 List.
If you want to gain new business, you need to be on that Day 1 List — and that requires strong, always-on brand awareness campaigns.