MAY 14, 2020
“But at the same time, I’m seeing plenty of traditional TV advertisers move money into OTT just for supplementing under-delivery or trying to get additional reach against a primary or secondary audience and just measuring it off of the same higher-funnel metrics that they had on the TV side. It's working both ways.”.
OCT 10, 2019
She also advocated looking further down the funnel to see what kinds of second- or third-order actions email recipients might take. “If my goal is for the user to attend a webinar, I would not only look at the webinar attendees, I would also look at the action they had taken after attending the webinar,” she said. “The email is also pushing this.
DEC 9, 2019
(Tradeoff: For the biggest brands, there isn’t enough reach in connected TV to rely on it alone for top-of-funnel brand building, so it still needs to be supplemented with linear TV and other digital video buys.). Striking product placement deals with the likes of Netflix, Hulu and Amazon.
JUN 11, 2019
But it’s important to do this with an eye to efficiency as well—audience members who don’t need that educational element can be served ads for lower in the funnel instead. Many of the industry experts who spoke with us also discussed using sequencing in email marketing for a variety of customer onboarding and engagement efforts.
NOV 12, 2019
Advertisers’ reasons for working with Amazon haven’t changed much this year—it’s the leading digital retailer and one of the most-visited web properties in the US. The ecommerce giant has vast amounts of data to use to target ads, and it can do so down to the very bottom of the purchase funnel. It can also measure the results in a closed loop because it’s processing the transactions.
DEC 5, 2019
There is room for multiple companies to thrive as consumers funnel more money into digital video subscriptions. The trade group Consumer Technology Association (CTA) estimated in September 2019 that US consumer spending on over-the-top (OTT) video services will total $17.66 billion this year. That figure is expected to reach $21.94 billion by 2020.
FEB 24, 2020
For many marketers, including those polled by London Research in July 2019, core digital channels like email, social media and one’s website remain effective across the funnel. This advice isn’t just for channel deployment, but also measurement. By starting with what is measurable and most critical to map, marketers can slowly add channels and touchpoints for a more holistic view.
APR 6, 2019
In this Meet the Analyst webinar, eMarketer principal analyst Jillian Ryan explores insight and best practices for B2B marketers and sellers to create and share content with their audience across the entire life cycle; from the top of the funnel, through purchase and even as part of the renewal stage.
MAY 4, 2020
With supply chains disrupted and less consumer demand for nonnecessities, China’s ecommerce platforms have seen an increase in branding-oriented display advertising over lower-funnel search ads. That trend will also help buoy display ad spending in H1 2020. As with search, the decline in display ad spending will be deeper in Q1 than in Q2.
JUN 27, 2019
“We try not to think of it as a funnel, because it isn’t a linear journey.”. WeChat’s miniprograms help retailers set up a storefront that provides a more complete range of shopping functionality, which doesn’t currently exist on Instagram. As Facebook puts more focus on the commerce opportunity, will it introduce similar features to encourage the social shopping behavior that exists in China today?
OCT 30, 2019
“It's something to watch for advertisers who are setting aside test budgets, and it's a really interesting opportunity for more mid-funnel and upper-funnel engagement. But we're not going to see it as a core line item on media plans in FY20.”. In many ways, TikTok is where Facebook was in the late 2000s, and where Snapchat was three or four years ago.
AUG 13, 2019
The potential to cultivate an audience leveraging brand-owned first-party data is an advantage to brands that view it as a top-of-funnel activity. “We would actively discourage brands from making a podcast if they want to see a spike in sales in the next two months," said Steve Pratt, founder of Vancouver-based Pacific Content, a branded podcast production company.
JUN 10, 2019
Most retailers find that they want to funnel their best customers to apps because apps offer a better user experience and the conversion rates are higher. Although most consumers won’t open a retailer app often, when they do, they’re likely to engage deeply and spend money. The key, however, is to create apps that are engaging and serve a clear customer need.
JUN 27, 2020
MAY 30, 2019
APR 8, 2019
The recent retirement of the Dash Button suggests the company may be looking to funnel these replenishment behaviors through Amazon Alexa-enabled devices. For occasional one-off food and beverage purchases (“Alexa, reorder a case of evian!”), the value is clear.
JUN 6, 2019
Brands still largely use third-party data for upper-funnel campaigns, relying heavily on syndicated research tools to first identify targets and then translate them to media channels. But it’s not just age and gender demographics that companies use.
MAR 2, 2020
In an October 2019 article that was widely disseminated in the digital marketing industry, The Wall Street Journal wrote: “Companies will funnel billions of dollars this year to the online personalities, known as influencers, who pitch their products on social media.
DEC 10, 2019
MAY 26, 2020
JAN 28, 2020
OCT 22, 2019