#30DaysofRetailMedia | Day 19: Retail Media Goes Full Funnel
Consumers’ omnichannel habits are disrupting marketing.
The path to purchase is no longer a tidy, linear progression.
Now marketers are letting go of old paradigms and adapting to consumers’ ability to shop anywhere, including:
🛍 Stores
🛍 E-commerce sites
🛍 Social media platforms
Retail media has changed the marketing funnel, as it allows both:
🔺 UPPER-FUNNEL brand awareness, including more targeted, measurable ads due to closed-loop sales attribution
🔻 LOWER-FUNNEL conversions at the point-of-sale, influencing consumers as they shop
Consumers can enter the funnel at any stage, so brands need to be prepared.
Expect more brands to buy advertising along the omnichannel customer journey to reach shoppers, minimize the path to purchase and drive performance.
What would you add?
Related:
Social Shopping Evolution
Social Commerce is the Future of Retail
____________________
30 Days of Retail Media series by Lisa Goller, Founder, Lisa Goller Marketing
RETAIL MEDIA FUNDAMENTALS
Day 1: Retail Media is On Fire
Video: Why Retail Media is On Fire
Day 2: Online vs. Offline Retail Media
Video: What’s the Difference Between Online vs. Offline Retail Media?
Day 3: On-Site vs. Off-Site Retail Media
Video: The Difference Between On-Site vs. Off-Site Retail Media
Day 4: Endemic vs. Non-Endemic Brands in Retail Media
Video: Endemic vs. Non-Endemic Brands
Day 5: Retail Media Glossary
Video: Speaking the Language of Retail Media
RETAIL MEDIA STAKEHOLDER GROUPS
Day 6: Retail Media Stakeholders
Day 7: Retailers’ Retail Media Needs
Day 8: Brands’ Retail Media Needs
Day 9: Tech Providers’ Retail Media Needs
Day 10: Consumers’ Retail Media Needs
Day 11: Retail Media Leaders – Retailers
Day 12: Retail Media Leaders – Brands
Day 13: Retail Media Leaders – Tech Providers
RETAIL MEDIA TRENDS
Day 14: Retail Media Fuels Global Growth
Day 15: Retail Media Reveals Marketing Silos
Day 16: Retail Media Sparks Restructuring
Day 17: Retail Media Sparks Retailer-Brand Collaboration
Day 18: Ad Buying & Selling Evolve With Retail Media
Day 19: Retail Media Goes Full Funnel
Day 20: Retail Media is All About the Data
Day 21: Retail Media Metrics
Day 22: Stores Evolve With Retail Media
Day 23: Why Grocery is a Retail Media Magnet
Day 24: CTV Shakes Up Retail Media
RETAIL MEDIA STRATEGY
Day 25: Retail Media Risks
Day 26: Retail Media Key Success Factors
Day 27: Retail Media Partnership Trends
Day 28: Retail Media PEST Analysis
Day 29: Who Has Retail Media Power?
Day 30: Retail Media – Looking Ahead