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The Not So Straight Path to Purchase and the Role of Remarketing

In this guest post, Anthony Capano, MD of Rakuten Marketing Asia-Pacific looks at the role remarketing plays in the path to purchase.
As marketers our primary role is to compose and distribute our brand’s message. We’re constantly pondering what message about our brand is being portrayed, who it is being delivered to, and how is it being received. Consumers continue to blur the line between online and offline channels, disrupting what has traditionally been perceived as a linear path to purchase.
What does this disruption mean for marketers? It means that there has never been a more important time to ensure that a brand’s message is being received. The right message, at the right time and place. Now this may spark debate about an entirely different set of challenges presented to marketers, however there is a solution to the problem.


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