Author

Bernal Mazaira

Senior Paid Media Director at Artefact UK

In the digital age, advertising undergoes seismic shifts. Generative AI and platforms like SA360 redefine business communication. The full-funnel strategy guides customers’ buying journey. Delving deeper, we explore generative AI’s role in shaping future advertising.

The Digital Transformation of Advertising

In the age of digital innovation, the advertising landscape is undergoing a seismic shift. With the rise of generative AI and advanced ad tech platforms like SA360 and Amazon DSP, businesses are redefining how they communicate with their audience.  At the heart of this evolution is the full-funnel strategy, a blueprint that navigates potential customers through their entire buying journey. But to truly harness its potential, one must understand the essence of market conversations, the finesse of subtle marketing, and the undeniable influence of paid media advertising. And as we delve deeper, we’ll also touch upon the emerging role of generative AI in shaping the future of advertising.

Navigating the Full-Funnel Strategy

Mapping the Customer’s Digital Journey

At the heart of modern digital advertising lies the AIDA Model, a time-tested framework representing Attention, Interest, Desire, and Action. This model not only delineates the stages a consumer traverses when contemplating a purchase but also serves as a strategic foundation for businesses. By understanding each phase, from the initial spark of attention to the final action of purchase, businesses can tailor their strategies.

Engaging in the Digital Dialogue

Markets have transformed from static pitches to dynamic conversations. Every interaction, from initial search queries to post-purchase feedback, is an opportunity for two-way communication. For businesses, this means actively listening and leveraging 1P data strategies to tailor their messaging, ensuring it resonates with consumers. This approach not only enhances engagement but also ensures that marketing genuinely feels like a valuable conversation, rather than a one-sided pitch. As the dialogue unfolds, proper measurement becomes crucial, allowing businesses to adapt and refine their strategies based on real-time feedback.

Sophisticated and Precise Marketing in a Data-Driven Era

In a world inundated with information, consumers demand genuine, non-intrusive marketing where “marketing does not feel like marketing.” The importance of 1P data cannot be overstated, as it ensures the relevance of messaging, making it resonate deeply with the target audience. This underscores the need for content that not only educates and informs but also feels authentic. With generative AI emerging as a potential lever, businesses can craft content that is both relevant and engaging, tailored to each stage of the funnel.

The Power of Paid Digital Advertising

Paid digital advertising, especially on platforms like SA360, Amazon DSP, DV360, Facebook Ads Manager, Google Ads, Twitter Ad Platform, and The Trade Desk, stands as a cornerstone of the full-funnel approach. These platforms, along with tools such as Criteo for retargeting, Outbrain for native advertising, and LinkedIn for B2B targeting, offer a diverse range of solutions tailored for audiences at every stage. From the vast reach of display advertising to the precision of platform-specific targeting and the creative potential of video ads on platforms like YouTube, the possibilities are extensive and adaptable to various marketing objectives.

However, it’s essential to recognize that not all tools and platforms will be a perfect fit for every business. Companies must carefully select and adapt technologies based on their unique needs, budgets, and goals. Proper measurement is paramount to gauge the effectiveness of these strategies, and platforms like GA4, CM360, and the Amazon Ad Server provide invaluable insights to ensure that marketing efforts are both impactful and cost-effective. By aligning ad tech choices with business objectives and continuously monitoring performance, businesses can optimize their advertising.

The Funnel Decoded: Strategies, Tools, and Tactics

The funnel, with its distinct stages from awareness to conversion, necessitates a multifaceted approach tailored to the unique needs of each phase. Each stage demands specific strategies, tools, and tactics. For instance, during the awareness phase, programmatic display ads introduce your brand subtly, while the consideration phase might leverage video ads on platforms like YouTube to share deeper insights. As potential customers move closer to making a decision, personalized email campaigns or influencer marketing can play a pivotal role. And with the integration of 1P Data strategies like retargeting, the potential for personalization and precision is amplified, ensuring that messages resonate deeply with the target audience. Platforms such as DV360 offer capabilities like geotargeted DOOH activities, making location-based advertising a reality. In contrast, Amazon DSP opens doors to niche segments, especially younger audiences on platforms like Twitch. Therefore, the choice of platform isn’t just a tactical decision; it becomes a reflection of the brand’s identity, values, and its target demographic.

Attention

The stage of discovery. At this initial phase, the primary goal is to capture the audience’s attention and make them aware of a brand or product. Broad conversations and market research help gauge market interests and identify potential customer segments. Content plays a pivotal role; informative blogs, captivating introduction videos, engaging infographics, and interactive quizzes can all be used to educate and pique curiosity rather than overtly sell.

  • Programmatic display ads, served through platforms like DV360 or MediaMath, can cast a wide net, targeting users based on their online behaviors, interests, and demographics. Video ads on platforms like YouTube, cTV, and even TikTok can visually introduce a brand’s value proposition, especially when complemented by compelling narratives.

  • Social media platforms, such as Facebook, Instagram, and Twitter, offer sponsored posts and stories, allowing brands to seamlessly integrate into users’ feeds. These platforms’ vast user bases make them ideal for reaching a diverse audience.

  • Native advertising platforms, such as Taboola or Outbrain, allow brands to place their content on popular websites in a format that blends in with the site’s regular content, ensuring a non-intrusive user experience.

  • Furthermore, geotargeted DOOH (Digital Out-of-Home) activities through platforms like DV360 can capture attention in specific locales, be it a bustling city center or a serene beachside town. Podcast ads, given the rising popularity of podcasting, can also be a strategic choice, introducing a brand to a captive and engaged audience.

In essence, the attention stage is all about casting a wide net, leveraging a mix of content types and platforms to ensure maximum visibility and engagement.

Interest

At this stage, potential customers have moved beyond mere awareness and are actively seeking more information about the brand or product. The goal is to grow this initial interest into real consideration.

  • Retargeting and Remarketing: Using platforms like Meta Ads Manager and Google Ads, brands can set up advanced retargeting campaigns. These campaigns display ads to users who have already had some interaction with the brand’s ads, like clicking on a Youtube Ad or watching a social media post. This approach lets brands create a sequence of ads that tell a story to potential customers.

  • Email Marketing: Tools like Mailchimp or HubSpot can be employed to send personalized email sequences to potential customers who’ve shown interest. These emails can share exclusive content, special offers, or tell a story about the brand.

  • Interactive Tools: Platforms like Outgrow or Typeform allow brands to create interactive quizzes, calculators, or surveys. These tools can engage users, provide them with personalized recommendations, and gather insights about their preferences and needs.

  • Search Engine Marketing (SEM): Google Ads goes beyond standard search ads by offering Shopping Ads tailored for e-commerce brands, ensuring products are showcased when potential customers are in buying mode. Generic search campaigns are also relevant at this stage. While Bing Ads might have a smaller market share than Google, it remains a significant platform for targeting specific keywords. Similarly, Amazon Sponsored Ads provide a platform for businesses, especially those on Amazon, to highlight their products directly to shoppers.

  • Social Media Engagement: Platforms like LinkedIn, especially for B2B brands, can be instrumental. Sponsored posts, polls, or even interactive Q&A sessions can foster deeper engagement and address specific queries or concerns.

  • Affiliate and Influencer Marketing: Collaborating with industry influencers or bloggers can help brands tap into established audiences. Platforms like ShareASale for affiliate marketing or AspireIQ for influencer partnerships can be leveraged.

  • Chatbots and Customer Support: Tools like Intercom or Drift can provide real-time assistance to potential customers visiting a website, answering queries, and guiding them to relevant resources.

  • Video Content: Beyond introductory videos, platforms like YouTube or Vimeo can host product demonstrations, tutorials, or interviews with industry experts, offering potential customers a deeper dive into the brand’s offerings.

In the interest stage, the key is to provide potential customers with the resources and interactions they need to move closer to a purchase decision. The brand should be positioned not just as a seller, but as a trusted advisor, offering genuine value at every touchpoint..

Desire

At this key moment, when customers are about to decide, it’s important to highlight the special features of our product or service. We should use clear strategies and tools to support their growing interest.

1. Personalized Email Campaigns: Tools like Mailchimp, HubSpot, or SendinBlue allow brands to send tailored emails. These can include:

  • Exclusive offers or discounts.

  • Recommendations based on browsing history.

  • Sneak peeks of upcoming products or features.

2. Prominent Product Display:

  • Amazon Sponsored Ads: These can be leveraged to highlight products, ensuring they’re prominently visible when users are exploring similar items.

  • Demand Gen Ads (formerly Discovery Ads): These ads, available on platforms like Google, allow brands to showcase their products in a visually appealing manner, reaching users as they’re browsing their feeds or exploring related content.

3. Influencer Partnerships: Collaborating with influencers, especially on platforms like Instagram or TikTok, offers:

  • Authentic endorsements and reviews.

  • Exposure to a broader or niche audience.

  • Engaging content that showcases the product in real-life scenarios.

4. Compelling Content:

  • Customer Testimonials: Featuring real customer experiences on the brand’s website can provide social proof and build trust.

  • Detailed Product Reviews: Platforms like YouTube or blogs can be used to share in-depth reviews, unboxings, or tutorials, highlighting the product’s benefits and functionalities.

5. Retargeting Campaigns: Tools such as Google Ads or Meta Ads Manager can be harnessed to:

  • Remind users of products they’ve previously shown interest in.

  • Showcase complementary products or services.

  • Offer limited-time deals to incentivize purchase.

By employing a combination of these tactics and tools, brands can effectively stoke the flames of desire, guiding potential customers closer to the point of conversion.

Action

At this point, interest turns into real results. We should use strategies and tools that help make a sale and also build a lasting relationship with the customer. Here are some important methods to think about:

1. Pay-Per-Click (PPC) Advertising:

  • Performance Max: A Google Ads tool designed to optimize campaigns across various Google platforms, ensuring maximum visibility and conversion.

  • Branded search campaigns: Because of their high search-intent, these PPC branded keywords are easy wins for your eCommerce company. Target them properly, and you’ll see the results start flooding in.

  • Amazon Sponsored Ads: For businesses on Amazon, these ads can boost product visibility right when users are in a buying mindset.

2. Optimized Checkout Experience:

  • Reduce cart abandonment, such as one-click checkouts or guest checkouts; and secure Payment Gateways: Tools like Stripe or PayPal ensure a safe transaction, building trust with the customer.

3. Loyalty Programs:

  • LoyaltyLion or Smile.io: Among others, these platforms allow brands to set up reward systems, offering points or discounts for repeat purchases, referrals, or other engagements.

  • Exclusive Member Offers: Providing special deals or early access to members can incentivize repeat business.

4. Post-Purchase Support:

  • Live Chat Tools: Platforms like Intercom or Drift can offer immediate post-purchase support, addressing any queries or concerns.

  • Feedback Surveys: Tools like SurveyMonkey or Typeform can be used to gather customer feedback, which not only provides insights but also makes customers feel valued.

5. Retargeting for Upsell or Cross-Sell:

  • Google Ads or Meta Ads Manager: Retargeting campaigns can introduce customers to complementary products or premium versions, encouraging additional purchases.

  • Email Marketing Platforms: Tools like Mailchimp can send personalized product recommendations based on previous purchases.

6. Affiliate Marketing:

  • By partnering with affiliates, brands can offer commissions for driving sales, expanding their reach without upfront advertising costs.

By carefully planning strategies and using the right tools, brands can make a sale and also build a long-term relationship with the customer.

Measuring Success: The Final Verdict

No strategy is complete without evaluation. In the realm of digital marketing, the tools we use to measure success are as critical as the strategies themselves. Here’s a deeper dive into some of the pivotal measurement tools:

  • GA4 (Google Analytics 4): The latest iteration of Google’s analytics platform, GA4 offers event-based tracking, allowing businesses to understand user interactions on a granular level. Its machine learning capabilities can predict future actions of users, providing insights into potential churn or conversion opportunities.

  • CM360 (Campaign Manager 360): Part of Google’s Marketing Platform, CM360 provides a holistic view of ad performance across multiple channels. It aids in understanding the customer’s journey, from impression to conversion, and offers robust attribution modeling.

  • Amazon Ad Server: For businesses advertising on Amazon, this tool provides detailed insights into ad performance, audience demographics, and conversion metrics. It’s essential for optimizing Amazon-specific campaigns.

  • Google Cloud: Beyond just storage, Google Cloud offers BigQuery for analyzing massive datasets. By integrating with tools like GA4, businesses can run complex queries to derive actionable insights from their data.

  • Azure: Microsoft’s cloud option, Azure, provides a suite of analytics and AI tools. Azure Stream Analytics, for instance, can process large amounts of fast-streaming data in real-time, making it invaluable for businesses with dynamic data needs.

  • Power BI: A business analytics tool by Microsoft, Power BI can visualize data, making complex datasets understandable. Its dashboards are interactive, allowing for deep dives into specific metrics or trends.

  • Looker Studio: Google’s solution for data exploration and visualization, Looker Studio can integrate with multiple databases, providing a unified view of business metrics. Its customizable dashboards and real-time data exploration capabilities make it a favorite among data analysts.

  • Brand Lift Studies: These are surveys that measure the direct impact of ads on consumer perception and behavior. By understanding metrics like brand awareness, ad recall, and purchase intent, businesses can refine their messaging and targeting strategies.

Incorporating these tools ensures that businesses don’t just operate on gut feelings. Instead, they make informed decisions based on concrete data. From understanding website user behavior with GA4 to visualizing complex sales trends with Power BI, the right measurement tool can illuminate the path forward.

Looking Ahead: The Future of Digital Advertising

The full-funnel strategy, underpinned by market conversations and nuanced marketing, holds the promise of transforming business outreach. But as the digital landscape evolves, so must the strategies. Generative AI, with its potential to craft personalized and relevant ads, is set to play a significant role in the future, especially in tools like Performance Max campaigns. As businesses look ahead, staying abreast of innovations like AI will be the key to staying relevant.

Conclusion

Digital advertising is always changing, giving businesses many tools to connect with their audience. By understanding the process, using the right platforms, and keeping up with new things like AI, businesses can make their ads more effective. At Artefact, we’re excited about the future. If you’re looking for expert advice on advertising technology, contact us. We’ll help you understand and use the latest trends.