What's Happening?
Catalina Salazar, global senior director of Wolt Ads, discusses the shift in commerce media from focusing on transactions to influencing consumer behavior. Salazar argues that traditional marketing funnels are outdated, as consumers no longer follow linear
paths from awareness to conversion. Instead, they engage in a dynamic process of shopping, scrolling, and searching. Commerce media is increasingly seen as a tool for influencing consumer behavior long before a purchase takes place, positioning itself as a key player in the advertising industry.
Why It's Important?
The shift in commerce media reflects broader changes in consumer behavior and marketing strategies. As consumers engage with brands across multiple channels, the ability to influence their decisions at various touchpoints becomes crucial. This trend highlights the need for marketers to adapt to new models that prioritize consumer engagement and influence over traditional conversion metrics. The evolution of commerce media could lead to more effective marketing strategies and improved consumer experiences.
