1、Unlocking Conversational Commerce:Why Marketers Are Ditching The Handoff And Unifying Creative And Media A FORRESTER CONSULTING THOUGHT LEADERSHIP PAPER COMMISSIONED BY SMARTLY,FEBRUARY 2025ABOUT FORRESTER CONSULTINGForrester provides independent and objective research-based consulting to help leade

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4、e companies.E-61033Project Team:Madeline Harrell,Market Impact ConsultantContributing Research:Forresters B2C Marketing research groupTable Of Contents3 Executive Summary4 Key Findings5 Integrate Creative And Media To Engage Consumers Throughout The Entire Funnel8 Digital Marketers Face Challenges E

5、ngaging The Full Funnel With Their Current Approach To Creative Intelligence11 A Unified Platform Including Conversational Ads And AI Delivers Significant Benefits13 Key Recommendations14 AppendixUNLOCKING CONVERSATIONAL COMMERCE2Executive SummaryTo capitalize on conversational commerce,marketers ar

6、e bringing together creative and media.This isnt easy,though,as a CMO recently interviewed by Forrester commented:“I wish there wasnt a handoff from media to creative.You want them briefed at the same time,so the idea and placement work together.”For conversational advertising to achieve its full po