AUG 18, 2020
We're back to focusing much more on lower-funnel, higher-ROI [return on investment] performance marketing. I'm sure that we will switch back at some point, and that upper-funnel acquisition will become relevant again in a post-pandemic world, but that's been pushed back by roughly a year.
OCT 28, 2019
Mid- and upper-funnel digital marketing tactics, likely undervalued in today’s performance-oriented environment, can deliver the assist needed to pull more dollars through the bottom of the funnel when shoppers are ready to buy. Make the most of every visit. The shorter season makes each shopping visit more precious, raising the stakes for retailers to get more from each engagement.
JAN 30, 2020
The best chances of success for brands and retailers will continue to be in the mid- and upper-funnel, where social properties like Instagram can introduce consumers to new brands, create awareness and stimulate demand over time. “The good news is that the wheels on the social shopping cart are definitely turning,” Williamson said. “The progress is slow, but the momentum is gaining.”.
OCT 11, 2019
She focuses on webinar strategy and execution, engagement programs, top-of-funnel campaigns for lead generation, and bottom-of-funnel campaigns with a strong emphasis on direct mail. When she's not building programs in Marketo, she enjoys yoga, hiking and catching some sun at the beach. James Leedom is a marketing operations manager at Marketo, and a Marketo Certified Solutions Architect.
FEB 27, 2020
“The best chances of success for brands and retailers will continue to be in the mid- and upper funnels, where social properties like Instagram can introduce consumers to new brands, create awareness and stimulate demand over time,” said eMarketer principal analyst Debra Aho Williamson in her “US Social Trends for 2020” report, published earlier this year.
AUG 10, 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.
APR 20, 2020
Some advertisers are focusing on the upper funnel as they find it difficult to make sales—and digital video is a good substitute for campaigns in channels with less media consumption like out-of-home (OOH) and radio. Why Digital Video Ad Spending Will Falter. "Ads are bought in real time, and budgets can easily be pulled," said eMarketer principal analyst Nicole Perrin.
JAN 23, 2020
“Podcasts [can] grab somebody's attention and walk them all the way down the funnel.”. We estimate that there will be 76.4 million US podcast listeners in 2019, making up 37.3% of digital audio listeners. This number will grow to 85.4 million, nearly 40% of the digital audio listening population, by 2023.
APR 13, 2020
Search is a lower-funnel ad channel that’s typically geared toward driving conversions—including in-store—and many of those conversions can’t happen right now because of quarantines, inventory shortfalls and related problems. Search budgets aren’t committed in advance and can be paused or pulled at any time. Ecommerce activity typically drives a significant share of search ad spending.
JUN 27, 2019
“There has been an increased emphasis on boosting checkout conversion rates, simplifying the purchasing funnel on mobile and targeting shoppers in-store with relevant ads and promotions.”. This dual-device approach is paying off as more digital sales are made on mobile devices. Mobile purchases will grow 28.9% this year, and account for 37% of overall retail sales growth.
APR 7, 2019
“Retailers must activate every phase of the marketing funnel to maximize customer lifetime value,” eMarketer principal analyst Andrew Lipsman said. “They can do so by using tactics such as explicitly communicating the value of their app, targeting the right customers through relevant channels, and directly incentivizing downloads, usage and transactions with compelling discounts and promotions.".
AUG 1, 2019
She focuses on webinar strategy and execution, engagement programs and top-of-funnel campaigns for lead generation. When she's not building programs in Marketo, she enjoys yoga, hiking and catching some sun at the beach.
DEC 19, 2019
But the greatest impact will be felt further up the funnel as social media becomes even more influential in brand discovery and consideration as only modest sums drop to the bottom line. No. 5: Shoppable Content Will Evolve Toward Sight, Sound and Motion. Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing.
FEB 4, 2020
“As brands become more adept at leveraging multiple social media platforms, marketers are finding success in utilizing LinkedIn to capture professional audiences at a different stage of the marketing funnel,” said eMarketer senior forecasting analyst Oscar Orozco.
APR 26, 2019
Combining scale with price gives you a really good way to engage with performance advertisers that are trying to understand who their audience is and who will have a down-funnel experience to drive revenue or performance for that advertiser. Many buyers and advertisers understand the value of that.
OCT 9, 2019
Once a position focused on blind creative and top-of-funnel executions, the role of the CMO has evolved to that of a data whisperer. Striking a balance between art and science is key to providing real-time strategic results that enable internal collaboration and external execution.
AUG 22, 2019
How to execute a full-funnel ABM approach. How to view success metrics and align channels with revenue. PRESENTER. Dave Rigotti is the head of ABM, North America, at Marketo, an Adobe company and is incredibly passionate about revenue-focused B2B marketing.
MAY 20, 2020
Social networks that integrate creators and shopping ads can bring influencers further down the funnel. TikTok, however, differs from other platforms that have social commerce. Consumers turn to platforms like Instagram and Pinterest for shopping inspiration and discovery, but TikTok is primarily for entertainment.
MAY 11, 2020
Or perhaps until more upper-funnel advertising has a chance to raise consumer awareness of more fun, crafty projects they can do themselves or with their kids.
JAN 7, 2020
Her focus lies in demand creation, with her efforts geared toward filling the funnel with qualified leads and running programs to ensure those leads are sales-ready. Working cross-functionally with multiple teams, she plans and executes programs to generate new names and nurture leads across channels.
JUL 18, 2019
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DEC 11, 2019
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MAY 19, 2020