Famed copywriter Eugene Schwartz believed there were 5 stages of consumer awareness, as follows:

1. Unaware: Individuals in this category are oblivious to the existence of a problem, rendering marketing efforts less effective.
2. Problem Aware/Pain Aware: These individuals acknowledge the presence of a problem but are unaware of potential solutions to address it.
3. Solution Aware: This group recognizes the availability of solutions but has not made a decision and remains uninformed about your product.
4. Product Aware: Individuals in this category are familiar with your product but remain uncertain about its ability to resolve their issue.
5. Most Aware: Those in this group possess extensive knowledge about your product and stand at the brink of making a purchase, requiring specific details to seal the deal.

To find out how to communicate effectively to consumers at all stages of awareness, check out Active Campaign.

Snapchat’s new 16-bit interactive mini game is intended to help agency folks learn about the Snapchat ad campaign building process. You choose a character and an industry brief, and then you navigate around an agency office to interact with various characters and mini-games along the way. You even get a custom downloadable to guide your planning.

Pinterest looks to position itself as the ultimate platform of discovery with this new campaign, “It’s Possible,” featuring users who change up their looks, outlooks, and latitude with a simple search.