Music is my passion, especially when it's live. From alternative music to funk to punk rock, I find inspiration in the diverse landscapes of sound. Yet, there's something universally awe-inspiring about a symphony orchestra in full swing. When I delve into digital advertising, I see it as orchestrating a masterful marketing strategy akin to conducting a symphony. Each element, like instruments in an orchestra, plays a pivotal role in crafting a harmonious experience that transcends individual contributions. Just as in music, timing is the key in marketing, orchestrating moments that resonate long after the last note fades.
For middle-market brands, the challenge of coordinating multiple marketing channels can often feel like trying to conduct an orchestra when you've only ever played the kazoo. But fear not, intrepid marketers! Today, we're going to break down how you can supercharge your marketing funnel with the right advertising symphony.
The Full-Funnel Overture
When we talk about a full-funnel approach in the context of paid digital advertising, we're discussing how to create a seamless journey for your potential customers - from the moment they first become aware of your brand, through their consideration process, to conversion and beyond. This approach is particularly crucial for middle-market brands. Why? Because you're in that sweet spot where you have the resources to make a significant impact, but you're still agile enough to pivot quickly when needed. Plus, let's face it - you're probably going up against some big players with deep pockets. A well-orchestrated marketing symphony can help you play on stages usually reserved for more established performers.
The Instruments of Your Marketing Orchestra
So, what are the key players in your marketing orchestra? Let's break it down:
Top of funnel (Awareness): Your brass section - bold and attention-grabbing. Think display ads, video ads, Connected TV and social media ads.
Middle of funnel (Consideration): Your string section - nuanced and emotional. This is where retargeting and connected TV shine.
Bottom of the funnel (Conversion): Your percussion - driving the rhythm towards the finale. Search ads and dynamic ads excel here.
Composing Your Marketing Melody
Now that we've identified our instruments, how do we get them to play in harmony? First and foremost, you need to set clear objectives for each funnel stage. What do you want to achieve with your awareness campaigns? Your consideration efforts? Your direct response activity? Be specific and measurable.
Next, create a consistent brand voice across paid channels. Your brand should be instantly recognizable, whether someone's seeing a display ad or reading a search ad. This doesn't mean your ads should be identical across platforms - far from it. Develop complementary creative for different platforms. What works on Facebook might not work on LinkedIn. Tailor your creative, but keep it cohesive.
Don't forget about your ad tech partners. These are your musicians, and choosing the right ones is crucial. The best tech stack for your neighbor might not be the best for you. Take the time to find partners that align with your specific needs and goals. And if you're working with an agency, make sure they have multiple ad tech options to choose from. This ensures your campaigns have access to the best partners to drive your desired outcomes.
Conducting and Measuring Your Performance
Once your symphony is underway, how do you keep it on track? Before you begin, define key performance indicators for each funnel stage. Awareness campaigns might focus on reach and frequency, while conversion campaigns zero in on ROAS. But don't get too attached to your initial strategy. Be ready to adjust based on performance data. That's the beauty of digital - you can pivot and optimize quickly.
Looking ahead to 2025 and beyond, as the digital landscape continues to evolve with diminishing reliance on tracking cookies, here are five forward-thinking measurement and attribution trends that middle-market brands should adopt for their paid digital advertising strategies
1. Utilize Algorithmic Attribution Models:
A.) Instead of relying on traditional multi-touch attribution (MTA), consider algorithmic attribution models that use machine learning to analyze patterns and assign credit to various touchpoints based on their contribution to conversions.
B.) These models can adapt to the changing data privacy landscape by leveraging first-party data and statistical modeling techniques to infer the impact of different channels and ads.
2. Focus on First-Party Data and Identity Solutions:
A.) Middle-market brands should prioritize building and utilizing their first-party data assets. This includes capturing data directly from customers through interactions on owned platforms, such as websites and apps.
B.) Implement identity solutions that help connect customer interactions across devices and platforms without relying heavily on third-party cookies. Examples include customer login data, CRM systems, and hashed email addresses for targeting and attribution.
3. Experiment with Incrementality Testing:
A.) Shift towards incrementality testing to measure the true impact of paid digital advertising campaigns. This approach involves running controlled experiments to compare the behavior of exposed and unexposed groups.
B.) By isolating the incremental lift generated by ads, brands can better understand the causal effect of their advertising efforts on conversions, independent of other factors.
4. Use Conversion Tracking Across All Channels:
A.) Ensure that conversion tracking is properly set up for all paid digital advertising channels, including paid search, programmatic (display, video, native, etc.), and paid social.
B.) Each platform (e.g. Google, Meta, Snap, etc) typically offers its own conversion tracking tools. Utilize these tools to attribute conversions accurately to specific campaigns and ad sets.
5. Integrate Offline and Online Data (O2O Attribution):
A.) For middle-market brands that have offline sales or interactions, integrating offline and online data is crucial for holistic attribution.
B.) Methods include using unique promo or QR codes or phone numbers in your creative, setting up location-based tracking, or using CRM systems to connect online ad exposures with offline interactions.
C.) Tools like Google's Store Visits or Facebook's Offline Conversions can help bridge the gap between online ad impressions and offline interactions.
These best practices help middle-market brands optimize their paid digital advertising efforts by providing more accurate insights into which channels and campaigns drive the most valuable customer actions and conversions. Proper measurement practices are crucial. Make sure you're attributing results correctly.
Avoiding Sour Notes
Even the most talented middle-market marketing conductors can hit a sour note now and then. Here are some common pitfalls to watch out for:
Lack of cohesion between channels
Poor measurement practices
Poor/stale creative/call to action
Insufficient budget allocation
Ignoring the customer journey
Remember, your customers don't think in terms of funnel stages. Make sure their experience is seamless from first touch to final conversion.
The Final Movement
Creating your marketing symphony is an ongoing process. You'll constantly be refining, adjusting, and sometimes completely rewriting sections. But that's what makes it exciting! In future posts, we'll dive deeper into some of these aspects, like how to avoid common pitfalls or how to choose the right ad tech partners.
For now, I encourage you to start composing your digital marketing masterpiece. Who knows? You may well create the next marketing hit!
What do you think? Have you had success with orchestrating your marketing efforts? Any instruments you'd add to the mix? I'd love to hear your thoughts in the comments below.
Sean Sweeney Founder and CEO, First Position Digital
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