How full-funnel campaigns power advertiser objectives [Video]

Consumers today trend toward pre-purchase behaviors powered by tech, such as using the internet to search for a product, considering different retailers, reading reviews from peers, and comparing pricing. A full-funnel strategy is especially powerful here, as competing brands investing in upper- and mid-funnel tactics have more opportunities to connect with shoppers through brand awareness and consideration stages.

Let’s consider an example: Zoe was out shopping over the weekend when she saw an espresso machine for sale. She checks out the reviews on Amazon from her phone, which are positive, but Zoe isn’t quite ready to buy. Later in the evening, Zoe is watching her favorite show on Prime Video, and sees a related ad. She searches the brand again on Amazon to gather more information, and views a product detail page, which means she’s now highly qualified as a remarketingprospect. A few more days pass, and Zoe has decided to …