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Picture this: You’re on your phone, playing a mobile game. You see an ad for another game –- maybe it’s a playable ad, so you try it out. You tap and download the new game, which might be free, or maybe you pay $2.99 for it -– with one tap, of course.
Another scenario: You’re again on your phone but on Instagram. You see an ad for a $34.99 swimsuit available at Target. One tap and you’re in the Target app on the product page. You select your size, add to cart, agree to use your login info from your existing account, and check out in seconds.
Which of these is more likely for you? Statistically, they’re both quite common.
And both of these scenarios are examples of a successful full-funnel marketing strategy. But not just any strategy -– a unique one that is, to be blunt, a marketers’ dream.
There are plenty of examples of full-funnel marketing by brands (e.g., TV commercial → sponsored review or PR mention → search → remarketed ad → landing page → add-to-cart) but as you can see, they are rarely linear and never uncomplicated. The customer journey mostly takes place across different media and over an unpredictable period of time.
It could take a day, or it could take years.
These full-funnel experiences, however, occurred all in one platform. That is, where the brand builds awareness,…