What's Happening?
Catalina Salazar, global senior director of Wolt Ads, discusses the shift in commerce media from traditional transactional funnels to channels of influence. Salazar argues that marketers need to move beyond the outdated funnel model, which organizes consumer
journeys into stages like awareness and conversion. Instead, she emphasizes understanding consumer behavior as a fluid process involving shopping, scrolling, and searching. Wolt Ads operates on a cost-per-order model, focusing on commercial outcomes rather than impressions or clicks. This approach is part of a broader ecosystem designed to help brands influence consumer behavior at various stages of their journey.
Why It's Important?
This shift in commerce media reflects broader changes in consumer behavior and marketing strategies. By focusing on influence rather than transactions, brands can better engage with consumers throughout their journey, potentially leading to more effective marketing outcomes. The move away from traditional funnel thinking allows for a more nuanced understanding of consumer behavior, which is crucial in today's complex digital landscape. This evolution in commerce media could lead to more personalized and effective marketing strategies, benefiting both consumers and brands by aligning marketing efforts with real-world consumer behavior.
