A Guide to Prospecting with Programmatic Advertising

ADVERTISE
THE MODERN
MARKETER’S
FUNNEL
From the onset of traditional advertising,
companies have been following a similar
marketing funnel to grow a successful
business. It goes like this: drive awareness
of your business, convince someone to
consider purchasing and eventually get
them to take that action. We call these
phases awareness, consideration and
purchase (or conversion).
In the big picture of direct response display
advertising, however, we often simplify the
marketing funnel to focus on upper funnel
and lower funnel efforts or, technically
speaking, prospecting and retargeting.
Both prospecting and retargeting are
important to fuel the funnel. Retargeting
is effective since a site visit is one of
the strongest signals to show intent of
converting, but it can be limited if no one is
filling the top of the funnel.
The fact is, marketers have to
incorporate prospecting to scale their
businesses online.
© 2016 Quantcast
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