eMarketer was pleased to moderate a Tech-Talk Webinar featuring Decibel by Medallia’s Cindy Lynes, director of product marketing, and Nissan’s Dip Shah, senior manager, global CX optimization. They discussed how marketers can create better customer journeys, and deliver bottom-line results.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Feedvisor’s Dani Nadel, president and chief operating officer, and Andrew Altersohn, general manager, enterprise brands. They will share strategies for brands on Amazon that leverage advertising, pricing, and content optimization in unison to drive engagement and conversions this holiday season.

The dominant digital path to purchase begins with a product search—often unbranded—during which the consumer demonstrates intent. They are subsequently delivered paid and organic results for relevant brands and retailers, steering them in the direction of a conversion event. But what about all those times when a consumer doesn’t know what they want? That’s the opportunity for discovery, and where social commerce platforms are beginning to fill the void.

Though the resulting conversions still mostly happen on retailer or brand sites, some publishers are now enabling transactions directly on their properties.

Conversion Strategy. The holy grail of social commerce—highly coveted but often elusive—is conversion. Motivating consumers from inspiration to action in a single session represents an almost impossibly short path to purchase in the broader context of social media. When social commerce conversion occurs, it’s usually due to impulse shopping.