Social Media’s Ace in the Hole

Opinion: The overlooked mid-funnel is a critical piece of the customer journey

The mid-funnel is a key area where brands can nurture relationships Olivier Le Moal/iStock

Most brand marketing efforts aim to drive brand awareness at the top of the funnel, with the ultimate goal of building purchase intent. Reach and frequency are the traditional measures of brand marketing effectiveness. Very little attention is given to what happens downstream of the initial ad impression or click—yet that’s where the richest data lives.