1. The Consideration Gap: Consumer Segmentation and Targeted Display Advertising Consumer Electronics Vendor 2009

2. 2 Consumer Marketing – Purchase Funnel Awareness The customer becomes aware of the existence of a product or service Actively expressing an interest in a product group (or aspiring to a particular brand or product) Consideration Purchase Taking the next step towards purchasing the chosen product Purchase Cycle takes on average 2-3 weeks for this category. Longer for less technically advanced users. Loyalty

3. 3 Consumer Marketing – Purchase Funnel “Have you heard of [brand] Hard Drives?” (aided awareness) Awareness “Would you consider [brand] when making a HD purchase?” Consideration Purchase “Have (or would) you purchased a [brand] HD?” Loyalty

4. 4 Consumer Marketing – Purchase Funnel Awareness 2.5X! Consideration Purchase We must close the Consideration GAP In order to close the Purchase Gap. Loyalty

5. 5 Consumer Marketing - Media Strategies Brand impressions at ideal reach and frequency to increase awareness. Awareness Education through demonstration, interaction/engagement, community response/advocacy, expert opinion, editorial integration using higher impact placements. Consideration Low cost broad reach media using sales-focused messaging. In store merchandising and messaging Purchase Personalized communications that add value to the customer relationship. Loyalty

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