Full Funnel Marketing: Winning Every Stage of the Consumer Buying Journey
When analyzing a user’s journey through the marketing funnel, it’s easy to fixate on one part of the process. While Simpli.fi offers a variety of data optimization models for different goal types, it’s helpful to know how to best use our product offerings in conjunction with your team’s marketing efforts to win at every stage of the consumer buying journey.
WINNING WITH ALL STAGES OF THE FUNNEL
The goal of viewing marketing through the lens of a funnel is to focus on growing an audience base that ultimately drives more business for the advertiser. That’s challenging to do if you don’t establish a clear strategy and understanding of each stage of the funnel.
Simpli.fi’s product offerings allow for effective targeting in every stage of the consumer buying journey. And to expand on the product offering, we have a fully staffed team of campaign experts ready and willing to help if and where you need it.
UPPER-FUNNEL TARGETING
When considering upper-funnel targeting, the goal is to get in front of as many potentially qualified target users as possible. This could look like creating a campaign with a branding, awareness, or unique reach goal by utilizing Simpli.fi’s CTR or VCR bidding optimization models. The overarching goal would focus on building a strong brand presence amongst a specific target audience.
Another approach would be to create ‘always-on’ tactics that continue to run year-round. A commonly successful approach to this method involves implementing Search Retargeting and Site Retargeting campaigns running year-round which retarget users based on what keywords they input across the web and whether or not they’ve visited the advertiser’s website within the customizable recency window applied (up to 30 days for data freshness).
MID-FUNNEL TARGETING
Since most advertisers focus heavily on the lowest part of the funnel, where the conversion rate is often highest, this results in the middle of the funnel getting ignored. This is the part of the consumer buying journey where the prospective customer considers taking that next step, often due to brand exposure and/or a perceived solution to the consumer’s wants or needs.
One example of a Simpli.fi solution that reaches the middle stage of the funnel involves using our Addressable Programmatic solutions to win with this stage. More specifically, with the utilization of our Addressable Audience Curation (AAC) tool, an advertiser can effectively target users at the household-level who meet a specific set of criteria that qualifies the user for targeting. For example, a used car dealership could target a list of users with an auto lease expiring in the next 3-6 months, an audience likely somewhere in or near the decision-driving phase of the purchase cycle (i.e., deciding whether to buy or lease their next vehicle).
LOWER-FUNNEL TARGETING
The primary keys to winning the lowest funnel of marketing, where conversion rates remain highest, requires strategic planning around driving consumers towards a purchase and ensuring a clear path to customer loyalty.
Encouraging users to make a purchase requires targeted advertising, a strong call-to-action, and actionable reporting. With Simpli.fi, we offer targeted advertising at the household-level, as well as the data-element level, to minimize wasted impressions and ensure ad delivery goes towards users with fresh data points who are actively, or likely to be, engaged in the area(s) deemed worth targeting. Through Simpli.fi’s reporting suite, advertisers can compare and contrast different creative messaging and/or stylistic approaches to optimize ad delivery in real-time towards what works best for that specific campaign’s audience.
Furthermore, Simpli.fi offers a wide variety of strategic approaches to effectively promote customer loyalty, such as opting out users who have made an online purchase, and targeting previous purchasers via a retention and loyalty initiative. For example, let’s say a coffee shop wants to sell bags of coffee on their website. With Simpli.fi, we’d set up an online attribution-goal campaign targeting users deemed interested in coffee within 15 miles of your store’s location. Once a user makes an online purchase, they’re opted-out of that campaign. At the same time, a separate campaign can run targeting the same list of opted-out users, which promotes a subscription-based model for customers who make a one-time purchase of coffee beans.
ESTABLISHING AN EFFECTIVE HOLISTIC STRATEGY
At the end of the day, all advertisers want to do with their marketing dollars is to see a return on their advertising, regardless of what the measure might be. But in order to do that, advertisers must pay attention to all parts of the marketing funnel. This is what makes having a holistic marketing strategy so important.
Having a holistic approach to marketing requires a clear path identifying which channels drive leads, versus which mediums support sales, while understanding the consumer buying journey remains ubiquitous in nature. The full-funnel marketing approach is fast, fluid, and full of multi-channel touchpoints. Through our product suite and interactive service model, Simpli.fi can act as the primary driver of conversions, as well as complementing other mediums of advertising to help support your overall needs and goals.
Wanting to learn more about how Simpli.fi can help you meet your programmatic needs and reach your advertising goals?
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