From Linear to Live - the Evolution of Full-Funnel Marketing
The marketing funnel has been a fundamental tool for brands to plan, activate and measure impact across the purchase journey for decades. Whilst simple and actionable in principle, its linear design does not always best reflect the diverse ways in which both new and existing customers behave in the real-world environment. Here we unpack how brands can leverage new data, tech and AI capabilities to better connect with consumers holistically, evolving from linear to live comms & experiences.
The foundations for live comms are all about connectivity:
1. Connected audiences: Leveraging 1P data to identify high value segments & their journey needs, scaled via data clean rooms, allows brands to tailor comms across the funnel based on lifecycle signals. Example objectives might be to increase volume sales but also lifetime value – so being able to target your customer base earlier in the journey with dynamic messaging based on their lifecycle needs is key to support full funnel objectives holistically.
2. Connected comms system: McKinsey & Company were one of the first voices to challenge the traditional linear funnel, highlighting that consumers now shop in “loyalty loops”*. But whether funnel or flywheel, what matters is connectivity within the system. Aligning the “3 C’s” of creative, comms, and customer into one consistent, end to end brand experience is essential when addressing the needs of your high value segments with agility. Generative AI can be a cost-efficient approach to create the content volumes needed to power and optimise a more connected comms system for clients also, which we are experienced in delivering for clients at T&Pm.
3. Connected measurement: A more connected funnel also means the ability to not only measure the impact of channels individually, but also cross channel impact and incrementality. TV may be on the plan to reach new audiences at scale with an emotive new brand message, but also understanding the short- term uplift in performance it drives is also key to optimise channel investment and flighting. Additionally for brands with limited brand resources, product campaigns may also need to provide a halo on the overall masterbrand. Fast moving metrics (i.e. share of social and search) can help quickly identify these relationships alongside traditional, slower moving media mix modelling.
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Making this happen
The biggest barrier to becoming more connected for consumers is a lack of operational integration – i.e. planning brand vs performance, media vs creative in siloes. So before actioning the above, ensuring all stakeholders are clear on the benefit and role they play in making this a reality is key. Think roadmap vs revolution, but with a shared view of success.
*Sources: