Building Experiences for a Fluid Purchase Funnel

When budgets are tight, marketers are tempted to cut media budgets by channels – keeping only what they consider lower-funnel tactics.

But the path to purchase is no longer linear. In an omnichannel world, people quickly shift from awareness to purchase – or from loyal back to lapsed. The team at Digitas calls this the “Fluid Funnel.”

In challenging times, brands need a strategic vision for engaging clients across this fluid funnel. Instead of planning by channel or tactic, Liane Nadeau of Digitas argues that brands should be building networked experiences.

Retail purchase data can equip brands with insights to engage consumers across the fluid funnel. Hear more from Liane in the clip below.



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