If your team is putting in the time and effort to align your advertising and marketing across email, social media, paid search, organic search, and Amazon to create one consistent, unified experience, don’t lose your momentum by immediately dumping your budget in what you see at the top or bottom of the funnel.

Instead, adopt a multi-touch attribution model to take into consideration every touchpoint in the buyer’s journey. This will allow you to make data-driven decisions about how much to invest in advertising formats at each stage of your buyer’s journey.

4) Keeping consumer trust amidst privacy concerns

Transparency and honesty are the keys to keeping consumer trust. 76.3% of consumers feel moderately or significantly concerned about their data when they interact with brands. If consumers don’t trust you, your audience becomes unreachable.