Crafting the optimal channel mix for commerce

For years, brands have always leaned on paid channels to amplify branded content, tactics, and offers. In fact, more than $700B was spent on paid advertising alone in 2022. We have seen a significant change in this mix of marketing, as consumers are now demanding more organic content from other shoppers throughout their purchase journey.

In an effort to assess how this reshuffling is being executed, we conducted a survey of 400 top-tier brands and retailers from six different countries to uncover how marketing teams organize and align their content creation and advertising efforts.

Watch this on-demand webinar to learn the key insights from the study, and how Kraft Heinz is using this consumer research to shape its media strategy.