Breaking the Google cycle: a Nest event

Overinvesting in Paid Search jeopardises your ability to show up where your customers are, or where they’re browsing - a surefire way to see your marketing budget go up in smoke. 

Brands that want to ensure that every pound works as hard as it can should adopt a channel-agnostic approach. Instead of making a predetermined channel section, map out the entire funnel - awareness, consideration and conversion - and identify the best mix of channels for each stage of the funnel.

For example, if a brand is trying to build brand awareness, it needs to invest in TOF activity. The question then becomes which platforms and campaign types are going to more effectively fulfil TOF objectives for a specific brand and target audience? 

Similarly, brands that are concerned about generating immediate sales have to evaluate which channels are delivering premium BOF results at the time. Answering these questions will shine a light on how to prioritise your budget. 

In cross-channel set-ups, adopting a ‘funnel before channel’ mentality comes with an additional benefit in the form of improved insight sharing. 

Whereas relying on separate teams can lead to biassed budget recommendations, keeping things under one roof and focussing on the overall customer journey - rather than channel-specific outcomes - lends itself to a more cohesive operation. 

What does an incremental channel strategy look like in practice? Find out in our upcoming event: ‘Breaking the Google cycle: cross-channel strategies for sustainable growth’.

The event takes place at 9:30AM on 10th September at Meta's Brock Street office in London. Spaces are limited, and are first come, first served. Sign up here.