Why it makes strategic sense to split out Digital Availability and why language is important for “light consumers” of marketing knowledge

Why it makes strategic sense to split out Digital Availability and why language is important for “light consumers” of marketing knowledge.

New research in marketing

This article is part of a series of articles from the WARC Guide to new research in marketing. Read more.

Basic definitions

Physical availability = brands being available to buy in more places (offline)

Mental availability = being the first brand in mind when an individual comes to buy

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