We are experiencing a global revolution in media consumption and investment, which is migrating from traditional to digital media. In most countries, the volume of digital media purchases already exceeds that of TV. It is more than a global trend. Companies should be prepared for the digital environment to lead the core communication and marketing strategy, with media as one of its main pillars.
According to eMarketer, in 2019, investment in digital media would grow 17.6%, reaching US$333 billion. This means that, for the first time, digital media will account for more than 50% of all advertising investments. By 2023, this percentage will reach 60%.
Differently from the traditional media purchase process, such as TV, radio and print, digital media purchases require great expertise and experience on platforms such as Google Ads and Facebook Ads, regardless of the conversion funnel format or step.
Translating the buyer’s journey into a conversion funnel view, there are four basic consumer impact and communication steps, which are reflected in different strategies, channels and formats of digital media purchases: awareness (top funnel), consideration (middle funnel), conversion and retention (lower funnel).
Cadastra is a pioneer in digital media strategy and operation, building digital campaigns for brands from all over the world since 2000. We train our professionals in all stages of the funnel, providing continuous training and access to the main partnership programs of the largest global media and technology players.