Marketing strategies focused on the top of the funnel and full funnel are more effective in boosting sales during the end-of-year period. The result is based on a study by Uncover, a leading platform in Marketing Mix Modeling, which indicated that clients who invest 65% at the top of the funnel achieve a Return on Advertising Spend (ROAS) of R$ 2.9 – a 61% increase compared to November.
The analysis provides insights for retailers and brands seeking to optimize their campaigns and maximize ROAS. The data was collected based on the numbers from 2023.
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 increase of over 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, analysis shows that a full funnel strategy yields more sustainable benefits and a more consistent long-term impact.
"Our data shows that companies that distribute their investment throughout the 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 the impact of campaigns more consistent, but also generates a sustainable long-term return."
Changing 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 toward immediate results.
"This new prioritization, with an emphasis on conversion, boosts ROAS efficiency compared to November," highlights Guinezi. However, it is important to note that in the last week of the year, there is a recovery in the 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 e Feed)
- TikTok Ads
- Out of Home
- Television
- To leverage ROAS
- Influencers
- Google Ads (App, YouTube e Discovery)
- Meta Ads (Audience, DPA e Vertical)
- TikTok Ads
- Affiliates
