‘Funnel juggling’ is the answer to marketing effectiveness

How has this long, strange period of Covid-induced change been for you? It’s been an odd one for me. I spent the first few months of 2020 doing what I have done for over a decade: getting on planes for 10-day jaunts working for brands and the people that manage them.

The first few days of March ended up being my final week of that ‘normality’. I flew to London, Tallinn, Oslo and then Reykjavik, and then circled back via clients in Brisbane and Sydney. I landed back home, watched the travel ban coalesce all around me, and have not been on a plane since.

All that flying was obviously very labour-intensive. But being in a client’s office, having a beer with them in the evening, seeing them in their natural habitat, always added so many extra levels of insight. If I could put a number on it I would tell you that about 50% of the consulting job happened in the allocated sessions in HQ and the other half in cars, bars and around the back of a restaurant smoking cigarettes in the snow.

Lees deze column van Mark Ritson op Marketingweek

The hidden power of the marketing funnel

To some people the marketing funnel is far too simplistic; to others it can be a priceless tool for improving sales.

Last weekend, my partner and I took a bicycle tour to a small village near our home, called Adendorf. Each year, it hosts an iconic garden exhibition – a sales show with plenty of champagne and canapés.

After a few glasses, we passed a large exhibition of roofed wicker beach chairs. The thing is, in our house, we have pretty much every chair we need. But there are chairs, and there are roofed wicker beach chairs. Handmade. In over 100 fabrics. With a list of extras longer than a BMW’s.

Fitted champagne cooler? No problem. Smartphone pocket? Just tick here. We fell in love with the blue model and considered what needed to go from our terrace to make space. Frank, the owner, told us that all 15 display chairs had now been sold. But ours would ship within four weeks. Did we need a €4,000 roofed wicker beach chair? We absolutely did. That blue one.

Lees dit artikel op Marketingweek

WFA advertisers see better results in response marketing

Big global advertisers are increasingly satisfied with the performance of their response activity, but much more ambivalent about the effectiveness of their awareness messages, according to a new study.

The State of Advertising was based on an online survey of members of the World Federation of Advertisers, conducted earlier this month, which garnered responses from more than 100 individuals from 70 companies across 15 categories; collectively, respondent companies spend roughly $115bn on media and marketing annually.

This found that 30% of respondents believed the effectiveness of their performance marketing has “increased dramatically” over the last five years, but just 8% said the same for top funnel messaging.

Overall, 72% of respondents said lower purchase funnel messages had improved on effectiveness over the last five years but only 43% said the same about ‘top funnel’ performance and 37% of those questioned said effectiveness had declined.

Despite this, the WFA found that most advertisers are continuing to focus their investment on awareness.

Spend is focused on ‘top of the funnel’ activities for most respondents, with 55% saying most of their investment was going on activity designed to promote brand awareness; 31% were investing evenly between awareness and lower funnel performance with 7% investing mostly in performance messages and channels.

Lees dit artikel op WARC