Advertising medium at different stages of marketing funnel cross industry analysis

Abstract

The growing number of brands and advertising mediums has cluttered the consumers’ mind. The purchase decision of the consumer is influenced by a variety of offline and online interactions leading to huge advertising spend with limited effectiveness. The purpose of this study is to understand the advertising mediums used by various brands at different stages of the marketing funnel. It has been observed that different advertising mediums provide better results at specific stages of the marketing funnel. Also, some mediums are more effective for particular type of industries. So, a focused advertising strategy for each industry and different stages of the marketing funnel can reduce a lot of advertising waste and produce much better results. The study analyses the advertising strategy of various industries and provides recommendations on the basis of similarity and differences across them.