‘Throwing spaghetti against the wall’: Why marketers are expanding experimental budget testing

Digiday 08 Apr 2021 04:01
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April 8, 2021 by Kimeko McCoy

Over the last year of pandemic-induced disruptions and accelerations, more marketers have increased the percentage of their digital ad dollars to experiment with emerging platforms and technologies like TikTok and SMS.

The coronavirus crisis has upended the way people shop as the industry knows it. Consumers are spending significantly more time online to shop, stream and connect with others, forcing marketers to be flexible and diversify their media spend in a move to meet customers where they are. 

There’s also the looming depreciation of third-party cookies, stifling programmatic efforts, and social media’s pay to play environment isn’t conducive to the tightened media budgets that lay in the pandemic’s wake, according to marketers. 

“What used to be a more linear customer journey is now all over the place,” said Jill John, chief customer officer at direct-to-consumer furniture company Interior Define. “So we want to make sure we’re messaging in a relevant way across multiple stages in the funnel across multiple target audiences.”

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