In this article, you will learn:
- What is a full-funnel marketing strategy and how it is divided and interpreted
- How the creatives differ at different levels of the funnel compared to the traditional marketing funnel
- If it will be possible to address all the challenges of the funnel’s respective stages in the post-cookies era
A Full–funnel marketing strategy is an advanced marketing approach that considers every step of the purchasing funnel – from prospective visitors to paying customers – as a part of the funnel marketing strategy efforts.
Each stage of the funnel responds to the user’s specific needs and requires a different approach which can be addressed through the content marketing funnel. For example, for the top-level awareness, general marketing content, such as a promotional video, can be used as part of the funnel strategy; whereas, for the bottom level, the creatives have to be more personalized with products that the user is interested in. Having a structured content marketing funnel in place can help widen the traditional marketing funnel and versatile content can be tailored to each part.
Accomplishing a full-funnel marketing strategy that takes into consideration a content marketing funnel is a challenge, but thanks to solutions like tags and third-party cookies, determining the exact location of a user in the shopping funnel has been possible, challenging the notions of the traditional marketing funnel.
Initially, the prospect of the post-cookie world would make it seem like such funnel strategies are now in doubt; however, new solutions are already being established to meet this new reality, as well as the advent of a variety of new and effective tools.
The real challenge will be to combine these tools into one coherently working mechanism that will have to be driven by the most advanced technology available. The key to accomplishing this will be in understanding which piece of data can be used at a given stage of the funnel.
The transition from one stage to the next for users can be quick, which is why it’s paramount for marketers to cooperate with the most technologically advanced advertising services providers that can offer a solid funnel marketing strategy – only they have a chance to answer the needs of the industry and deliver the best results that can go above and beyond the traditional marketing funnel.
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