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Brands are feeling some whiplash these days when it comes to consumer behavior. Where just a handful of years ago consumers were throwing around cash without a care, today they’re much more nuanced and less predictable in their post-Covid, inflation-cautious, anxiety-ridden spending.
Of course, brand performance, alongside consumer behavior, is constantly evolving. But one thing has become startlingly clear: We need to resist the instinct to lean only on the tactics that are easiest to measure, such as conversion-based digital media spends (Google, social media ads, etc.)
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https://www.adweek.com/media/awareness-media-is-your-brands-not-so-secret-weapon/