With the rise of the smartphone, buying behavior has changed from a linear journey to a circular journey. Customers have everything they need to research, compare, purchase, and review products at their fingertips. The journey happens fluidly and instantly, going from awareness to purchase in just a few clicks.
Access to research and comparison tools have challenged product and brand loyalty. Because customers have so much information at their disposal, they are more likely to actively search out new products instead of buying the same product again and again. Because these challenges make it harder to retain customers, building awareness has never been more critical to marketing success.