Performance Marketing

Boost Your Digital Advertising ROI With a Full-Funnel Approach

In the current age of technology, the way consumers interact with businesses has changed dramatically. Gone are the days when the majority of consumers would walk into a store and simply make a purchase. Instead, consumers are now researching products online, reading reviews, and comparing prices before making a decision.

As a result, businesses need to be more strategic in their approach to marketing. In this article, we’ll explore the key markers of an effective full-funnel strategy and how advertisers can boost their digital advertising ROI with this approach.

THE KEY INDICATORS OF A SUCCESSFUL FULL-FUNNEL STRATEGY IN A DIGITAL-FIRST WORLD

Full-funnel marketing is based on the concept that consumers go through a series of stages before making a purchase. These stages include awareness, consideration, and decision-making. By targeting customers with specific messaging and tactics at each stage, advertisers can guide them through the funnel and increase the likelihood of a purchase.

This strategy focuses on the entire consumer journey–putting the marketer in the shoes of the customer–to drive results. By focusing on the entire funnel, businesses can create a more cohesive and effective marketing strategy. Full-funnel marketing allows businesses to:

Reach customers at every stage of the buying journey
Generate awareness and enhance brand credibility
Nurture leads and build customer relationships

Digital advertising offers a unique opportunity to execute a full-funnel approach with a heavy emphasis on driving ROI. But in order to do so, advertisers must focus on being customer-centric, agile, and measurable. Every effort put into a campaign should produce a measurable return for the business. And in order to do so, businesses need to adopt an agile approach with the heart of the customer at the forefront of all their marketing efforts.

HOW FULL-FUNNEL MARKETING WORKS IN A PROGRAMMATIC ADVERTISING ENVIRONMENT

When buying programmatic media, advertisers must focus on generating the most return for their dollar without sacrificing personalization or scale. To do so, it’s important to understand what works best tactically speaking for each stage of the consumer journey. Let’s take a brief look at various ways businesses can practically apply this strategy with the three primary phases of the buyer’s journey:

Top of Funnel (ToFu)
In this stage, buyers often aren’t nearing a purchase decision. This is where full-funnel marketing allows businesses to first generate awareness while enhancing their brand’s credibility. With programmatic advertising, businesses can focus on generating interest by targeting custom audiences based on consumer behaviors, demographics, and interests. That can include location data, browsing history, census or credit bureau data, and much more. Simpli.fi offers thousands of ways to target custom audiences at scale.
Mid of Funnel (MoFu)
Once consumers move to this part of the journey, they’re transitioning from awareness to consideration. This is often where buyers begin to do more research, read reviews, and compare prices. Where we often see brands win at this stage using programmatic advertising involves applying a cross-channel strategy with personalized creatives and various media types. Simpli.fi provides an industry-leading platform for CTV, video, display, native, and audio advertising. We also automate your advertising efforts with an omnichannel workflow for Google Ads, YouTube, and Facebook campaigns–right next to your programmatic ones on a single screen.
Bottom of Funnel (BoFu)
At this point, buyers are likely ready to make a purchasing decision. Programmatic advertising offers a popular tactic in Site Retargeting that online advertisers often use to ensure their ads are seen across the web by recent site visitors. With custom tag management properties, advertisers can target specific web pages and behaviors–focusing ad delivery toward the users most likely to convert. The nature of programmatic is data-driven, making it easier for advertisers to drive ROI by making real-time optimizations.

LEARN HOW SIMPLI.FI HELPS ADVERTISERS ENHANCE THEIR ROI WITH FULL-FUNNEL SOLUTIONS

Whether you’re focused on brand awareness, lead nurturing, or building customer relationships, we have a solution for you. We offer several campaign types purpose-built to drive performance with consumers at specific points in the buying journey. And with our advanced measurement capabilities, Simpli.fi makes it easier than ever before to prove the return on your investment.

Ready To Reach Relevant Consumers For Your Business?
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