You may be familiar with the “marketing funnel” as the traditional and long used formula for marketing campaigns. Experts are now introducing the “marketing cylinder” that is moving away from the linear and towards a more holistic model of marketing. NetSeer VP of Media Operations Brian McAllister recently offered ProgrammaticAdvertising.org some steps on how to begin making the switch. Here’s an excerpt:
“Digital marketing no longer needs to be a staid recipe where you first put in your contextual marketing, then add your lookalike marketing and finally your retargeting. Semantics aside, whether you call it a funnel, a cylinder or just your marketing plan, you should be shaking those ingredients together, mixing them into a coherent whole where building brand awareness and conversions are no longer treated separately.”
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