The New Discovery-to-Purchase Customer Journey

Jonathan Gardner

Closing the discover-to-buy pathway has become a holy grail for digital marketers. Some tactics, like social media, can be helpful for branding and awareness; other tactics, like display advertising, help with bottom-of-the-funnel actions like retargeting.

Companies like Pinterest and ShareIQ are focused on a really intuitive solution to connecting the awareness-to-purchase dots: getting the most out of social media engagement and sharing of visual content.

As has been reported, Pinterest is making big bets that brands will increasingly look to reach consumers focused on navigating and finding content on the visual web. Visual search technology is intuitive to us at ShareIQ, our work is focused on helping marketers understand how people are engaging with brand images on social media and around the web -- taking that insight to help them optimize their content strategy. We officially launched our company in the US in July, and have been rolling out a slate of new products and tools to help enable this. Here’s a bit on the latest.

The brands we work with have seen that digital and social channels such as Pinterest and Instagram can play large roles in connecting brands and consumers, driving awareness of content and helping close the discover to purchase loop. To make this more effective, we recently launched new audience data tools to help marketers “turn likers into buyers.” This is our intuitive solution to using the visual web and engagement with social media content to help digital marketers close the discover-to-purchase pathway.

Check out an article on how brands can make their earned media content work harder

Closing the discover-to-buy pathway has become a holy grail for digital marketers
Jonathan Gardner

Jonathan is vice president of marketing for ShareIQ, based in New York City.