Full-funnel performance is not just a differentiator, it is vital for your future growth
Ecoms used to rely heavily on running performance campaigns on Meta to grow their brands.
It allowed for highly targeted marketing campaigns with quick (and easily attributable) return on investment. Why would digital start-ups and disruptive brands invest money in long-term brand marketing campaigns, when they could achieve their objectives without them?
Even at the time, this approach was holding brands back. However, the impact of signal loss caused by a rise in consumer privacy movements means there are now few quick and easy solutions available for marketers.
Despite this, marketing leaders are under a lot of pressure right now to deliver quick returns from their ads. This pressure is leading them to retreat into “performance think”, investing most of their budget in performance-heavy tactics that no longer deliver results.
Winning with a full-funnel performance strategy
Nowadays, the most powerful marketing happens when you are full-funnel online, with coordinated Meta and Google campaigns, alongside offline.
This strategy is harder to measure than traditional performance marketing but it is proven to deliver higher scale and reduce CAC.
Investment in upper-funnel activity improves performance in the short-term. According to Nest data, investment in just 10% of traffic activity on Meta drives 28% lower incremental CPA and 19% higher incremental ROAS, paying for the investment within weeks.
Investment in upper-funnel activities delivers even greater results over the middle-term and long-term, with the halo effect of improving salience and brand resonance.
This shift in tactics won’t just reduce your CAC today – you will also be setting your brand up to succeed for years to come.
Discover more ecommerce marketing strategy and insights in the October edition of the Readout – out now.
Want to know how full-funnel performance can improve your brand’s performance – and get you back into growth? Contact us here.
