In the new digital world where shopping journeys are compressed and making a purchase is easier than ever, it’s harder for brand marketers to discern where to place their top-of-funnel media investments. If shoppable content can propel consumers all the way from discovery to conversion in one moment, and shoppers are purchasing in the same place they’re researching and evaluating, does brand marketing really need to be reserved strictly for the top?
The reality is no. Brand marketing is more fluid than ever and can now be optimized across the purchase funnel, especially with the rise of social commerce. For this reason, it’s important that brand marketers begin to pay attention to e-commerce sites—and not only in terms of display inventory.
Catch the 4 reasons why brands need to partner with eCommerce sites below.
