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Two-thirds of marketers want to prioritise full-funnel media strategy in 2023
It’s interesting to hear that two-thirds of marketers are prioritizing full-funnel media strategy in 2023. A full-funnel media strategy is an approach that focuses on creating marketing campaigns that address the entire customer journey from awareness to consideration to conversion.
By adopting a full-funnel media strategy, marketers can create more personalized and relevant experiences for their customers at every stage of the journey. This can help to improve customer engagement and loyalty, as well as drive more conversions and sales.
To implement a successful full-funnel media strategy, marketers should focus on creating targeted and engaging content for each stage of the customer journey, using data and analytics to inform their campaigns and measure their results.
Overall, it’s clear that a full-funnel media strategy can be a powerful tool for marketers looking to improve their ROI and drive growth in 2023 and beyond.
More than eight in ten (85%) are altering marketing methods in anticipation of a downturn. Marketers are concentrating on eliminating needless expenditure (71%), combining marketing activities (68%), and bringing technology/services back in-house (67%).
Maintaining brand awareness is a proven method to ensure long-term brand health and share of voice beyond a recession. In 2023 and beyond, the upper funnel activities and media plan is going to look significantly different. We recommend that marketers employ a performance attitude across the marketing funnel and hold every cent responsible.
Yet, the sample experienced continuous issues in offering a full-funnel media experience:70% find it difficult to obtain meaningful insights from their customer data, and 60% find it difficult to track metrics/performance throughout the customer journey.
58% find it difficult to adapt swiftly to market developments.
The challenge confronting nearly one-sixth of the marketers we questioned is that they struggle to identify the tools and technology they need to make whole funnel marketing work – and, importantly, to ask the proper questions of their data. Instead of investing in unified technology suites that integrate the ability of media mix modelling with multi-touch attribution to address long-term concerns, many have purchased technology piecemeal to address short-term issues.”
SEO platforms, which 85% have deployed or intend to use in the next 12 months, customer analytics and insights tools (81%), and cross channel identity resolution systems (77%), are the technologies that firms have embraced the most.