Chapter 5: Reach: Generating Awareness and Attracting Visitors

Overview

In this chapter, we cover the strategic bases associated with the Reach stage. We start by covering the main objectives of the Reach stage and some KPIs associated with goals for consumers. We then move our attention to discussing paid media activities. To do so, we first emphasize the necessity of building landing pages whenever we are creating marketing campaigns and describe what landing pages are. We then turn our attention to the online ecosystem, discussing elements such as types of paid media activities (e.g., banner advertising, search advertising, affiliate marketing, and influencer marketing) and expand on payment models and types of targeting that the new online ecosystem allows.