In today’s rapidly evolving digital landscape, traditional performance marketing strategies are no longer enough to drive long-term growth. As search and social channels become saturated, businesses must rethink their approach. The answer lies in embracing a full-funnel marketing strategy—one that engages customers at every stage of their journey, from awareness to conversion.
The pressure on the lower funnel
For years, traditional performance channels like search marketing and retargeting formed the backbone of digital marketing. They delivered quick wins through direct conversions. But rising costs per click (CPC) and acquisition (CPA) are limiting their scalability. Simply put: relying solely on the lower funnel is no longer sustainable.
What does this mean?
- Risk of inefficiency: Over-investing in the lower funnel might seem effective short-term, but it can erode marketing efficiency, without a clear impact on revenue.
- The solution: Expand your strategy to include the mid and upper funnel. That’s where new growth opportunities begin.
Unlocking the mid-funnel potential
Many consumers are actively researching, but they don’t know your brand yet. That’s where the mid-funnel comes in. It may not always lead to instant conversions, but its impact on performance is real.
Why the mid-funnel matters:
- Shorter time-to-purchase: Channels like programmatic video, native ads and display increase brand consideration and help speed up purchase decisions.
- Stronger ROI: Research shows that full-funnel campaigns drive up to 45% higher ROI than lower-funnel-only campaigns.
Brand awareness as your foundation
When launching a new product or rebuilding brand visibility, top-of-funnel marketing is key. Channels like Connected TV, digital audio and online video help you stay top-of-mind—and build a stronger brand.
Why investing in brand matters:
- Reach and recall: These channels build awareness, making sure your brand is the first one people think of when the moment of decision comes.
- Prevent pipeline loss: Waiting too long to invest in brand awareness leads to dried-up demand and missed opportunities.
The risks of channel dependency
Many brands still rely heavily on platforms like Google and Meta. As long as the costs stay in check, this can work—but what if they don’t? Platform policy changes or rising prices can hit your growth hard.
What you should do:
- Diversify your channels: Investing across a broader media mix increases your reach and reduces reliance on single platforms.
- Gain control: With channel diversification, you open new doors, reach new audiences, and take back control of your marketing.
Complex customer journeys need broad visibility
In industries with longer purchase cycles, visibility at the moment of decision is not enough. Customers go through multiple stages of research and comparison. You need to be present at every touchpoint to increase your chance of conversion.
Why full-funnel works:
- Consistency wins: Staying visible throughout the entire journey builds trust and boosts conversion rates.
- Stronger results: Full-funnel strategies deliver 45% higher ROI and increase offline sales significantly.
From channel-first to journey-first
To stay ahead, digital marketing needs a mindset shift. Growth doesn’t come from tweaking lower-funnel campaigns, it comes from building integrated strategies where every funnel stage reinforces the others.
The shift:
- Focus on customer value: Move beyond ROAS metrics and start steering toward incremental growth, customer lifetime value, and brand equity.
- Think holistically: Brands that adopt a journey-first mindset build media strategies that are both resilient and future-proof.
Conclusion: full-funnel is the future
To stay ahead of the competition, businesses must look beyond short-term performance. A full-funnel approach offers the opportunity to grow brand awareness, attract new audiences and build lasting customer relationships.
What you need to do:
- Reassess your media budget: Don’t pour everything into performance channels. Allocate budget for mid and upper funnel strategies.
- Diversify your media mix: Spread your bets across platforms and formats to mitigate risks and unlock new potential.
- Think in journeys, not just channels: Shift from siloed tactics to a strategy that supports the full customer lifecycle.
Make the switch now, and set the foundation for stronger brands, better performance, and sustainable growth
