Brands can draw a lot of benefits from this change in buying behavior. Everyone can write their own success story of maximum brand presence in four steps: perfectly personalized targeting, creative customer inspiration, targeted conversion at the right moment and optimized marketing performance thanks to supporting tools.
The key advantage of Discovery Commerce
Since we have always had the Internet in our pockets thanks to smart mobile devices, we no longer “go” shopping – we shop all the time and everywhere. On social media platforms, marketers find potential customers who scroll through Instagram and Facebook feeds and are fully receptive to shopping inspiration.
Those who rely on expressive mobile-first advertisements precisely there, almost incidentally create purchase inspiration and brand awareness – almost like on an analogue shopping tour, where the customer comes across his or her new favorite product while browsing and discovering.
But with Discovery Commerce, the product discovers the customer – not the other way around. Because in contrast to the shopping journey in the store, Discovery Commerce offers the advantage that the customer approach can be personalized very precisely. This is also shown by the example of Nescafé. Thanks to the digital footprint that each of us leaves while surfing, the brand is able to present its advertising to the right people with high accuracy in the form they find relevant.
A current study by Meta also shows that this strategy works: 89 percent of all conversions in new target groups, the study showed, resulted from convincing – creative, optimized and, above all, personalized – ad design.
