The New Shopping Journey: A Game of Chutes and Ladders
In years past, marketers could draw clear lines between platforms and the very specific ways consumers used them. But that era is over: behavior, preferences, and the media platforms themselves have been evolving rapidly, collapsing the linear funnel and changing the shopping journey from discovery to purchase and beyond.
Today, people are learning about new products from influencers, buying viral items on social media, and watching TV on Amazon–and that’s just the beginning.
In addition to these new patterns of behavior, retail has become retail media; going from a bottom-funnel tool to a full-funnel media opportunity. Big-name media platforms like Pinterest and Facebook are getting in on the action by rolling out new retail media network (RMN) offerings, even as RMNs expand their off-platform options.
If the old way of making a purchase decision was a straightforward path, the new customer journey is more like a game of chutes and ladders: the customer now easily jumps from discovery to purchase with a single click or slide back down to consideration from the brink of buying your product because they see a dupe go viral on social media.
That’s why we put together a game to show you some of the ways your audience could be using media in their purchase journey today. If you can understand the new rules of commerce, you can make more efficient media strategy decisions that reflect how your customers are thinking now.
Developments have been coming fast and furious in the world of media over the last few years, so it’s no surprise that many brands’ media strategies are falling behind. If your marketing team is still operating like channels are divided lanes with completely distinct customer use cases, you risk missing out on major opportunities in the new world of commerce.
Wpromote has a solution for this problem: we’ve built a new playbook for how customers shop now. Our total commerce approach breaks through silos to unify and optimize the complete buyer’s journey, helping brands bridge the gaps between brand marketing, direct-to-consumer, retail, and social commerce teams to maximize the impact of media on transactions.
Responses