Today I had the absolute pleasure of speaking at Pubcon in Las Vegas alongside Lisa Raehsler looking at Paid Media strategies for targeting website audiences across every stage of the funnel. Lisa took the first part of the funnel from Unaware through to Buy and then I followed looking at strategies for increasing customer loyalty and encouraging customers to become advocates of the brand. So many brands still heavily focus on using Paid Media to drive new customers but they are missing out on such a massive slice of the market by doing this. As advertisers we need to shift our mindset and also start thinking about what we can do to keep our existing customers from buying from us time and time again. Your happy customers can and should be your biggest advocates and we can also use Paid Media to encourage this further.
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