SEP 29, 2020
Kenshoo’s Weinheimer says advertising is now evolving toward more holistic strategies that combine upper- and lower-funnel tactics. At the top end of the funnel, merchants may look to invest in sponsored display and video ads delivered on-site, off-site, or on streaming video.
SEP 9, 2020
“While we believe podcasting is ripe for lower-funnel strategies, there are still inconsistencies with measurement that are problematic.”. Audio companies like Spotify and Pandora have rolled out dynamic ad-insertion features to attract advertisers by making podcast ads more addressable and expanding the demographic and behavioral metrics that advertisers receive.
MAR 3, 2021
A strong brand can cultivate long-term awareness with a large audience—something that bottom-funnel, targeted marketing efforts cannot. While account-based marketing (ABM) enables B2B companies to reach targets that fit the ideal customer profile or have intent to buy, it doesn’t, by definition, let marketers reach the entire market or future buyers with a brand message.
FEB 11, 2021
Sam Shames, co-founder and COO of wearables startup Embr Labs, deploys SMS largely to convert abandoned carts in the lower funnel. SMS as a Customer Service Channel. Not all SMS messages from brands can be responded to, but many brands are embracing the conversational nature of text messages to engage with consumers.
JAN 7, 2021
Video Advertisers Will Funnel More Dollars into Social. We predicted that nearly one-third of all 2020 digital video ad dollars would be spent on social networks. That proved to be correct; our October 2020 forecast puts social’s share at 32.7% of US digital video ad spending in 2020.
AUG 19, 2020
The pandemic has accelerated this focus on down-funnel marketing strategies. However, display ads have been making up a larger percentage of total ad spending in financial services in the past four years. Display will account for 50.7% of total digital ad spending this year, up from 43.5% in 2016.
SEP 21, 2020
The proliferation of digital auto marketplaces like Vroom, Carvana, and Shift in recent years, too, will likely funnel more ad dollars from traditional to digital over time. For the TV ads that have run during the pandemic, most auto advertisers focused on brand marketing, with some taking the well-worn “We’re here for you” approach.
MAY 1, 2019
This top-of-funnel content can be used to obtain email addresses through lead generation. Email then becomes the most effective channel for driving early-stage engagement according to 54% of US marketers surveyed by Demand Gen Report (DGR) in January 2019.
AUG 24, 2020
For many brands, however, the path to purchase isn’t always linear, and influencer marketing still tends to be used more for upper-funnel brand awareness goals rather than lower-funnel sales goals. When Linqia asked marketers in May 2020 what they considered most important for their influencer marketing campaigns, 21% cited engagement, and 17% chose awareness. No respondents chose sales.
JAN 29, 2021
Despite the blow to insurers’ revenues amid pandemic disruption, they will still funnel resources toward boosting their tech spend volume to catch up with their financial services peers on digital transformation. Insurers’ quest to digitize is driven by a need to meet customer expectations, cut costs, and adjust to new realities, such as remote working.
FEB 23, 2021
However, there are ways for livestreams to drive lower-funnel conversions, through links, referral codes, and social commerce tie-ins. Influencer marketing is an essential component of livestreaming. Brands often collaborate on livestreams with influencers, from online creators to athletes, musicians, and other celebrities.
SEP 2, 2020
Under pressure to demonstrate their company values, computing products and consumer electronics firms have turned to creative and upper-funnel messaging to communicate their sense of corporate social responsibility to the marketplace, a strategy that lends itself to display.
SEP 26, 2019
So it's really hard to compare the importance of, say, a TV campaign that's trying to build reach and awareness with our target customer to a remarketing campaign at the very bottom of the funnel. Everything works together in harmony and helps to build the profile of Article.".
AUG 2, 2021
Meanwhile, some innovators are tackling the returns problem higher up the shopping funnel. One leading European example is keepist, a loyalty program designed to make shoppers think about the impact of returns, and tempt them away from frivolous or casual purchases they might plan to send back—with concrete rewards.
MAR 4, 2021
We'll continue to get more sophisticated around our retention funnels. It has been a rapid journey over the past 12 months and a lot of work for the team. There's a lot of runway ahead of us to get more sophisticated in our approach across the foundations that we've now built. Vigilante: I'd say that one other big project that we're tackling is just understanding attribution.
JAN 12, 2021
DEC 18, 2020
Weinheimer said Instacart has a low hurdle for adoption because of its similarities to Amazon: “It’s more apples to apples with Amazon, where the majority of the inventory is lower-funnel, so that’s where most of the early adopters are focusing first. And they’re coming back for more, because the returns are extremely significant.”.
AUG 26, 2020
“Especially in verticals like beauty and retail, brands are still launching marquee Lenses that drive buzz and upper-funnel KPIs like engagement and awareness, but we're seeing them complementing those with always-on, lower-funnel activations that feature products and drive transactions.”. In research conducted last year, marketers’ interest in AR was muted.
MAR 26, 2020
Most influencers consider brand awareness to be their primary role when collaborating with marketers. But in the past year, social networks like Instagram have slowly begun opening commerce features to creators, indicating that influencer marketing could soon play a larger part in driving purchases on social media.
JUN 23, 2020
During the Great Recession, search advertising was the safest bet among digital channels: It’s a lower-funnel format tied closely to ROI at a time when marketers are pressed to prove the value of their spending.
SEP 15, 2020
I want to try to move you down the funnel to make an IAP purchase,” said Ted Verani, vice president of global business development at Wappier, which helps app developers maximize revenues. “Similarly, I can also predict that if you're probably unlikely to spend anything at all, then I should show more ads to you earlier on into the game.”.
JAN 22, 2021
Sam Shames, co-founder and COO of wearables startup Embr Labs, deploys SMS largely to convert abandoned carts in the lower funnel.
APR 30, 2020
How Can Marketers Use Stories for Lower-Funnel Objectives? Stories are increasingly being used for lower-funnel objectives, not just brand awareness. The ability to swipe up for more information, to direct users to a website or to make a purchase is a leading reason. In an August 2019 survey by Animoto, 73% of US video marketers said they had gained a new customer from Instagram Stories.
AUG 6, 2020
Outdoor advertising has historically been about awareness and upper-funnel branding. Now that outdoor is becoming more digitized and data-driven, it has become more common for direct-response and direct-to-consumer (D2C) advertisers to use OOH to acquire customers, said Ari Buchalter, CEO of DOOH company Intersection.
JUN 25, 2020
On its Q1 earnings call, Booking Holdings CEO and president Glenn Fogel said the company would place more emphasis on video channels that allow for both upper-funnel branding and lower-funnel direct response.