In Fospha’s latest report, we feature research conducted by The Creative Research Company on how falling victim to the bottom-of-funnel trap leads to brand death long-term.
When first starting to advertise, CAC drops as brands naturally become more efficient and learn lessons.
Brands focusing solely on conversion and search activities eventually max out their addressable audience.
Without creating new demand through upper funnel activities, CACs suddenly increase, making the business unsustainable.
💡The solution? Investing in brand-building early is essential for long-term sustainability and growth.
👚 Are you a fashion, beauty or jewellery marketer? Here’s your path to success this year 👇
Brand lift studies: Conduct studies to analyze shifts in consumer awareness, perception and purchase intent before and after campaigns.
Early indicators: Monitor metrics like Share of Search, site traffic, and social media engagement to assess brand resonance.
🗞️ HEADLINES YOU CAN'T MISS 🗞️
♾️ Meta pushes GA4 integration, boasts 22% conversion boost Meta urges advertisers to integrate Google Analytics 4 (GA4), claiming a 22% boost in conversions. The process involves using UTM parameters for trackable links in Meta ads, providing insights into campaign performance and cross-platform user journeys. However, GA4's limitations in user tracking poses challenges amidst evolving privacy regulations.
💰 What Disney+ and Netflix’s massive Q1 ad spend increases really mean Disney+ and Netflix surged in Q1 with ad spend up 210% and 135% year-over-year, respectively, according to Guideline. This reflects a broader shift as advertisers move from traditional TV to streaming. Digital video ad spend grew 20%, contrasting with a 7% decline in linear TV. Marketers are increasingly drawn to digital platforms amid changing ad dynamics.
🔥 Pinterest poised for earnings success Pinterest (PINS) shows a strong history of surpassing earnings expectations, suggesting potential for another beat in its upcoming report. Recent quarters saw it exceed estimates by 42.86% and 3.92%, indicating positive momentum. With a current Earnings ESP of +0.36% and solid Zacks Rank, Pinterest remains poised for continued earnings success.
📈 Meta shares hit 52-week high Meta Platforms surged to a 52-week high of $542.81, closing at $529.32, up 49.5% YTD. Dominating with AI-driven enhancements across WhatsApp, Instagram, and Facebook, Meta sees robust ad revenue growth, expecting $37.39 billion in Q2. Investors anticipate Meta's strategic moves in AI to drive long-term prospects.
⛔ TikTok introduces restrictions on how brands can target teens in the US
Teen ad restrictions: Advertisers can't use personalized targetingfor U.S. teens, only broad options like location and language.
Ad personalization controls: Users can customize ad topics based on interests, enhancing relevance and control.
Transparency features: New tools like "Disconnect Advertisers" and "Clear My Activity" offer users more data privacy and control over ad personalization.
🍪 49% of companies still rely on cookies – despite their imminent phase-out
Companies are still in the process of building strong first-party data strategies with only 26% having integrated data across their organization.
Exploring alternative measurement and attribution models beyond cookies, such as Fospha, can provide more accurate insights into campaign effectiveness and customer behavior.
.png?upscale=true&width=1200&upscale=true&name=eCom%20Marketer%2020%20(1).png)
.png?upscale=true&width=140&upscale=true&name=TikTok%20(1).png)
.png?upscale=true&width=420&upscale=true&name=D2C%20(2).png)