What to do first

Without a traditional funnel, how should marketers prioritize their efforts? It’s important for messages to be in the right places at the right moments, shared Nicole Vinson, VP of global digital, media, and omni-shopper experience at Kellanova.

“The magic today is the ability to reach more personalized audiences to target more precisely,” she said. The game is no longer to reach as many people as possible, but to reach the right consumers with the highest propensity to buy.

Understanding your brand and its lifecycle is key, along with pinpointing the problems the brand is trying to solve. “Our budgets aren’t getting bigger, and so you have to make smart decisions on how you are going to spend your budget,” said Vinson.

Featured Conversation Leaders

• Candace Payne, VP of Marketing, Sephora
• Jennifer Silverberg, CEO and Founder, SmartCommerce
• Tisha Thompson, CEO and Founder, LYS Beauty
• Beth Tripaldi, Head of Strategy, ARGONAUT
• Benoit Vatere, Chief Media Officer, Liquid Death
• Nicole Vinson, VP of Global Digital, Media, and Omni-Shopper Experience, Kellanova
• Alison Weissbrot, Executive Editor, ADWEEK