Facebook’s Sheryl Sandberg has suggested the rise of digital and mobile is leading to the collapse of the marketing funnel.
Speaking at ad tech conference Dmexco in Germany today (13 September), Sandberg told delegates: “The marketing funnel itself is collapsing. It used to take time to go from research to discovery to awareness all the way to a purchase. But now you have digital and mobile that is happening faster than ever, and that is for the largest brands to the small corner shop to non-profits.
“[That means] the way you work on your brand and the way you communicate who you are has never been more important.”
Sandberg said that for brands to grow in this digital world they must focus on three areas. The first is “focusing on your brand mission”, the second “building communities” and the third “engaging that community” for the long-term.
‘Creative still wins the day’
She advised marketers operating in a mobile world that “creative still wins the day” and that Facebook was “passionate” about creativity in advertising.
Sandberg pondered: “Mobile is more than text or copy, it is creating experiences that speak to people. When you are scrolling through you feed what makes you pause, what makes you stop, what makes you think? And even when you don’t pause what makes you remember?”