With behaviours that break the barrier of the physical and digital, such as “Research Online, Purchase Offline”, it is important to have an omnichannel presence that will allow the advertisers to keep coherence in their buying process.
The development of technologies and purchasing behaviour has contributed to the growth of many activation channels. Whether it is social networks, marketplaces, price comparators or Google shopping, it is possible to orchestrate your strategy in order to be as close as possible to your customer needs. To have a successful e-commerce strategy, it is necessary to have a synergy between the contact points, but it is also necessary to define the paths to improve the purchasing experience. The challenge for advertisers is, therefore, to be able to optimize their presence to capture the consumer’s need and promote the purchasing process.