In this post, I outline 5 ways of effectively allocating budget to paid marketing channels to build awareness and nudge consumers along the purchase journey. Understanding your customer segment's decision journey is critical to the success of your product at any stage. The underlying idea in my approach is to -

• Micro-target the most relevant AND resonant target audience.
• Rank individual probability of conversion by understanding behavior towards decision making
• Optimizing delivery of messaging and paid media to closely approximated in-market audience