How is affiliate evolving as a performance marketing channel? The affiliate channel is still primarily used as a performance marketing channel, largely dependent on last-click attribution and commission-based payment models.

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%).

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.

Today's media environment poses many brand safety challenges and opportunities for marketers. Greg Garunov, executive vice president of business development and marketing strategy at Sightly, talks with eMarketer editorial director at Insider Intelligence Rimma Kats about the past, present, and future of brand safety.

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.

“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.”.

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.

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.

For 20 years, CMOs have viewed homepage traffic as the most important measure of success for their digital marketing initiatives. But today, the customer funnel now exists off your website and in other places like apps, maps, voice assistants and more.

A move away from top-funnel-only marketing goals to mid- and lower-funnel objectives as well. A renewed focus on redefining measurement and success metrics. Decision-Making Will Become More Democratized. As marketers and social media platforms get serious about creators, the creator industry is getting more serious, too. In short, being a creator is no longer a fun side gig; it’s a career choice.

Video trends to watch & apply to your marketing in 2021. How B2B marketers can use video throughout the marketing funnel. Why marketers are thinking outside the box with video. Presenter. Lauren McHugh is senior product marketing manager at Brightcove. Lauren is focused on how to get the most out of videos within enterprises and also the utilization of video within retail and luxury ecommerce.

Internet memes are not a new phenomenon, but the events of 2020 have spurred their consumption. Despite their popularity among social media users, marketing with memes can still be a risky business for brands.

But Demand Metric found that two in three US B2B professionals struggled to find the best metrics to show ABM’s impact and also thought it was challenging to improve funnel metrics such as pipeline, average contract value and win/close rates. The biggest problem with ABM measurement is that it’s hard to prove success until you understand movement through the funnel.

Branding is as essential now as it has been since the advent of marketing. It is the foundation on which all good performance marketing is built. A strong brand can cultivate long-term awareness with a large audience—something that bottom-funnel, targeted marketing efforts cannot.

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.

The financial services industry has generally focused on cost per acquisition (CPA) or cost per lead (CPL) pricing models, which has meant a heavy reliance on Google search ads and performance marketing. The pandemic has accelerated this focus on down-funnel marketing strategies.

Content is more than an upper funnel, lead generation device. When crafted with purpose and intent, strategic content can influence audience behavior throughout the business-to-business (B2B) customer journey. What B2B content marketing trends will emerge in 2019? eMarketer estimates that a majority of US B2B companies are using digital content marketing.

How TikTok shopping would change the app: TikTok is testing a shopping tab, which would make ecommerce more prominent on the app, strengthen its performance marketing options, and maybe get marketers to stop seeing it as just an experimental platform.