Be careful with investments in brand awareness

What is Brand Awareness? In very simple terms: “Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions.” In the FMCG, it is very well established that advertising campaings are essential to keep one’s market share. In B2B, it is probably a little bit different. At …

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Retargeting – Remarketing

Remarketing: The term remarketing applies to any tactics used to engage a customer after an initial interaction. Retargeting: Retargeting refers to the specific strategy of using cookies and display ads to promote products and services to people who have previously visited a site, as well as users who exhibit similar behaviors online. Again, it is …

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