> Effective advertising targets people who are likely to want the product or service already. Yes and no. The problem with digital advertising is that the onl

> Effective advertising targets people who are likely to want the product or service already. Yes and no. The problem with digital advertising is that the only part that's easy to measure is what's happening at the bottom of the funnel. Which means that a disproportionate amount of effort and attention gets spent on those campaigns. There's a whole layer of awareness advertising which, while it's not about influencing behaviour, is certainly about building consumer awareness of a brand or product to later build purchase intent.