Survey points to marketing strategies to leverage year-end sales

Marketing strategies focused on top-of-funnel and full-funnel approaches are more effective for boosting sales during the year-end period. This conclusion is based on a study by Uncover, a leading Marketing Mix Modeling platform, which indicated that clients who invest 65% in top-of-funnel efforts achieve a Return on Ad Spend (ROAS) of R$2.9 – a 61% increase compared to November.

The analysis offers insights for retailers and brands seeking to optimize their campaigns and maximize ROAS. The data was collected based on 2023 figures.

According to Uncover, brands that invest 99% between the top and bottom of the funnel achieve a remarkable ROAS of R$ 7.9 (a 55% increase compared to November). Customers who adopt a full-funnel approach demonstrate an incrementality superior to 10 percentage points compared to other strategies. 

The research also reveals the importance of maintaining a balanced approach in the sales funnel. While many brands tend to focus exclusively on conversion during seasonal sales, the analysis indicates that a full-funnel strategy generates more sustainable benefits and a more consistent long-term impact. 

"Our data shows that companies that distribute their investment across the entire funnel, or at least between the top and bottom, significantly increase their overall media contribution," says Daniel Guinezi, CEO of Uncover. "This not only makes campaign impact more consistent, but also generates sustainable long-term returns."

Change of priorities post-Black Friday

The study also discusses the strategic changes that brands adopt after Black Friday. In December, the focus shifts from awareness to conversion, with approximately 60% of the investment directed towards immediate results.

"This new prioritization, with an emphasis on conversion, drives ROAS efficiency when compared to November," highlights Guinezi. "However, it is important to note that in the last week of the year, there is a recovery of share for awareness, expanding the engagement strategy."

For brands looking to maximize their results, Uncover recommends the following media:

• To leverage incrementality:
  • Google Ads (App, Search Branded, Search Non-Branded)
  • Meta Ads (Advantage+, DPA, and Feed)
  • TikTok Ads
  • Out of Home
  • Television
    
• To leverage ROAS:
  • Influencers
  • Google Ads (App, YouTube, and Discovery)
  • Meta Ads (Audience, DPA, and Vertical)
  • TikTok Ads
  • Affiliates