It can be repelling for an ad to demand that you ‘buy now’ when you’re just not ready. Drew Cashmore, Senior Director, Media & Digital Marketing for Walmart Canada wants to eliminate that possibility – and increase your chance of buying – by understanding and reflecting the fact that the consumer isn’t ready.
“Where it gets interesting when you can understand the way that they’re flowing through the funnel and target them with an accurate message,” Cashmore says.
Changing an ad’s message to reflect whether a customer is researching, browsing or ready to buy can be more effective in order to get them to ultimately convert.
“When you understand how the consumer shops across multiple touch points, you can better tell the story in a vert efficient way.”