At ADWEEK’s Social Media Week, Snap’s global vp of of smb and mid-market, Sidharth Malhotra, revealed three things he’s noticed to help sellers overcome the totally fragmented path consumers take—at least on Snap.
“We’ve all been taught the marketing funnel. But it’s a problem,” he said, adding: “The journey is no longer linear.”
The value of the traditional funnel has long been up for debate, with both detractors and fervent supporters.
Snap claims you don’t get new consumers from oversaturated channels
Malhotra argued that ad buyers are wasting money on oversaturated channels, where diminished returns are hidden by dashboards that blend many metrics together.
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