Using digital channels like search, programmatic, and social can help advertisers identify intent signals and optimise targeting in the lower-funnel.
Supply chain disruptions are expected to continue throughout the holiday season and into 2022. Additionally, the transition to online buying and labour shortages are amplifying issues for brands, with some advertisers slashing budgets by up to 50%, according to Merkel.
To enhance lower-funnel marketing in the current economic landscape, advertisers need to implement digital media programs. Incorporating a customer relationship management platform (CRM) can help advertisers create the right marketing mix and optimise lower-funnel activities.
Understand how people engage across digital and find best-placed audience segments, identify digital trends, and personalise creatives to drive sales in lower-funnel. Brands must ensure they differentiate, create user experiences that accommodate new behaviours, and promote in consumers preferred channels to boost holiday sales.
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