JUL 26, 2021
JUN 8, 2021
Pinterest gets a Shopping List: The new feature strengthens Pinterest's lower-funnel capabilities, a key ingredient for its social commerce ambitions.
MAY 9, 2021
In-store shopping will remain a crucial part of the retail sales funnel in China, even as ecommerce players continue to rack up record gross merchandise value (GMV). Pre-pandemic, ecommerce was already disrupting brick-and-mortar retail, but over the past year, retailers began to innovate more offline, leveraging new and existing technology.
APR 28, 2021
Amazon's ad biz expands: The platform's higher-funnel Sponsored Brand option is growing in popularity, making its ad business appealing to marketers that want to target customers in all parts of their journey.
MAR 1, 2021
On today's episode, we discuss why marketers need to work on their mid-funnel (mid-range) game and the potential opportunities. We then talk about Peloton's apparel ambitions, Walmart's Q4 and 2020 performance, and packaged food giants' game plan for direct-to-consumer (D2C) sales. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman.
APR 9, 2021
Publisher affiliate content not only shortens the funnel, but it can also reach consumers throughout the funnel. Consumers find and interact with such content via search, social, email newsletters, news apps, and the publisher’s site itself.
FEB 3, 2021
Facebook’s leadership was true for both upper-funnel campaigns (30.1%) and lower-funnel campaigns (38.5%), while Instagram excelled in lower-funnel campaigns (36.4%).
JUN 18, 2021
MAY 4, 2021
JUN 3, 2021
This set of experiences enables Greg to lead a wide range of strategic and technical topics across the marketing funnel.
MAY 12, 2021
Creators Are Going ‘All Funnel’. Since the rise of influencer marketing roughly a decade ago, brands have primarily viewed creators as a way to spread brand awareness. The pandemic has changed that. “Influencer marketing is going ‘all funnel,’” Assayag said.
JUL 20, 2021
“Continued improvements in branded content tools from the social platforms, combined with influencers’ increasing role in lower-funnel marketing goals, will help drive more money into the influencer marketing space over the next few years.”.
MAR 9, 2021
“The fundamental shift in social media buying has been this full-funnel approach, where we’re looking at campaigns across awareness, consideration, acquisition, and retention,” Hollier said. “We focus on building content specifically for each of those stages of that funnel.”.
APR 21, 2021
A May 2020 survey by Chief Marketer found that just 11% of US marketers said podcasts were effective at moving prospects through the conversion funnel—the lowest response rate among any of the media formats included in the study. In comparison, around half of respondents said that social media and video each effectively moved prospects through the conversion funnel.
MAY 13, 2021
Integrating ecommerce into the platform would provide more opportunities to reach consumers lower in the funnel and help build out TikTok’s direct-response functionalities, providing marketers with better access to data. That’ll give the platform a lot more utility for performance-oriented brands, such as direct-to-consumer companies. Experimental no more.
NOV 18, 2020
AUG 27, 2019
Terrestrial radio is an upper-funnel standby. But with consumers spending less time with it than ever—and more time instead with streaming audio options—radio advertisers are turning to digital to extend audience reach and increase message frequency.
AUG 5, 2019
In 2019, US retail search ad spend will increase 22.5% to $13.12 billion. Retail search spend is bolstered by Google Shopping ads and lower-funnel ads that are essential for driving ecommerce.
DEC 19, 2019
Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing. Instagram’s continued rollout of shoppable content features is helping brands and influencers spotlight product content and forge a better path to purchase. Pinterest has also introduced features to make it easier for retailers to upload and promote product content. And video-first platforms Snapchat and TikTok are both testing shoppable content features.
FEB 3, 2020
Disregard talk that newest streaming service will be a “Netflix killer.” There is room for multiple streamers to succeed as consumers funnel more money to digital video subscriptions. Still, at some point, with so many streaming services entering the fray, Netflix and its competitors will have to deal with subscription fatigue. Eventually.
JUN 27, 2019
eMarketer was pleased to moderate a Tech-Talk Webinar presentation featuring Hayley Ferrante and Tim Ozmina, senior marketing specialists on Marketo's commercial demand generation team. They discussed the marketing campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
MAY 28, 2019
Social networks are generally thought to occupy the upper end of the digital marketing funnel. While brand awareness is still the bread and butter of social marketing, social may also have a place further along the path to purchase.
APR 13, 2020
eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle's customer analytics team, Beth Sanville, vice president, Shirli Zelcer, COO, and Jordan Cardonick, senior director. They discussed today’s disrupted customer journey and how marketers can elongate the funnel until customers are ready to buy once again.
APR 12, 2021
Commerce content can shorten the funnel—inspiring, informing, reminding, or persuading consumers to buy a product or service, while being directly tied to a purchase capability. Though the resulting conversions still mostly happen on retailer or brand sites, some publishers are now enabling transactions directly on their properties.
NOV 23, 2020
“The new-to-brand metrics from Sponsored Brands on Amazon allow them to measure the incrementality of this type of advertising, making this type of upper-funnel advertising very appealing compared with more traditional upper-funnel advertising.”.