CMB&泊客电商：2026重构营销转化漏斗：商业媒体与社交电商一体化消费路径洞察报告（英文版）（26页）.pdf

1、The Funnel RewiredHow Commerce Media and Social Commerce Are Converging into One JourneyThe Funnel Rewired2Executive SummaryThe traditional marketing funnelwith awareness at the top,conversion at the bottom,and neat handoffs in betweenis gone.More than half of consumers now use AI tools to find,iden

2、tify,and compare products.At the same time,channels like TikTok and Instagram have transformed from social media feeds to full-fledged commerce platforms where consumers can move from awareness to purchase in a single scroll.As the consumer journey expands into new entry points across search,social,

3、and AI,the line between discovery and conversion isnt all thats being erased.Long-standing playbooks,where retail media and social commerce are treated as separate line items with siloed teams and budgets,can no longer keep up with a funnel thats being rapidly rewired.Brands must now rethink not jus

4、t where they spend,but how they organize,measure,and tell stories across a funnel that no longer has clear edges.To do that,they need a first-hand view of whats changing and how.This report presents findings from a survey of 1,008 U.S.consumers,exploring how financial sentiment,advertising receptivi

5、ty,platform usage,and AI adoption are reshaping shopping behavior.To incorporate brands points of view,it also includes insights from business leaders who spoke at the Commerce Media Brand Summit event in 2026.The goal of the report is to surface what consumers do on their shopping journeys,but also

6、 to translate those signals into actionable opportunities for brands and agencies.Commerce teams have an opportunity to harness the fastest-growing sectors in digital advertising.Those that stay agile and adopt emerging operating models are in the best position to succeed.Table of Contents2 Executiv