Matching the message and the medium to where someone actually is in their decision process. Awareness tactics introduce. Consideration tactics differentiate. Conversion tactics close. The discipline is resisting the pull to run only bottom-funnel because it measures cleanly. Bottom-funnel without upper-funnel eventually exhausts the audience it is converting from. You can see it in the response curves before you feel it in the revenue.
Ad tech glossary
Funnel-Based Planning
Technical definition
Aligning media tactics and investment with different stages of the consumer journey from awareness through consideration to conversion.
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