In the Retail Media sphere, the divide between bottom-funnel and top-funnel strategies has long shaped brand’s marketing strategies, particularly for smaller consumer brands. Traditionally, these smaller brands have favored bottom-funnel tactics, prioritizing direct ROI through channels like search engine marketing (SEM), social media ads, and targeted emails. However, with the evolution of the advertising landscape, the accessibility and affordability of top-funnel avenues, particularly streaming TV, pose a significant question: Are these brands ready to engage in top-funnel tactics?
Affordable & Accessible:
The allure of streaming TV advertising lies in its increasing accessibility and cost-effectiveness. This shift has opened up opportunities for brands with tighter budgets to explore and potentially adopt top-funnel strategies. Streaming platforms offer more targeted placements, allowing brands to reach specific demographics with precision and efficiency.
Advanced Insights:
For smaller consumer brands accustomed to bottom-funnel strategies, this shift implies a departure from immediate ROI-centric approaches. Top-funnel tactics, like streaming TV, prioritize building brand awareness and recognition, focusing on long-term impact rather than immediate sales conversion. While this change in strategy might seem daunting, the increasing availability of advanced analytics tools is bridging the data gap between these distinct marketing approaches.
Bridging The Gap:
A notable example is the Amazon Marketing Cloud (AMC), a pivotal tool that helps understand the correlation between top-funnel activities, such as streaming TV ads, and bottom-funnel metrics like sales and conversions. AMC enables brands to track the customer’s journey from initial exposure to a streaming ad to eventual purchases on Amazon, offering insights that bridge the divide between these different marketing strategies.
This convergence of data plays a critical role in aiding smaller brands transitioning into top-funnel tactics. With AMC and similar tools, brands gain a comprehensive understanding of how streaming TV ads impact consumer behavior, filling the void that previously hindered a holistic view of marketing efforts.
This convergence of data plays a critical role in aiding smaller brands transitioning into top-funnel tactics. With AMC and similar tools, brands gain a comprehensive understanding of how streaming TV ads impact consumer behavior, filling the void that previously hindered a holistic view of marketing efforts.
Start Leveraging Top-Funnel Strategies:
The combination of accessible and cost-effective top-funnel avenues like streaming TV, along with the insights provided by advanced analytics tools such as Amazon’s AMC, marks an opportune moment for smaller consumer brands. The ability to measure the effectiveness of top-funnel strategies in driving bottom-funnel outcomes offer a more nuanced and comprehensive approach to marketing.
