The Importance of Brand Awareness

Shabbat Ali: If the goal was awareness, then you wouldn't run lead gen campaigns. He says there's a lot of marketers that are stuck in this like, well, yeah, it is a lead gen campaign because it needs to drive business but also it's a brand awareness play. "When you convoluted that way, I think that's where actually what we're saying is like some of that gets lost," he adds.