Survey points out marketing strategies to leverage year-end sales

Marketing strategies aimed at the top of the funnel and the complete funnel are more effective to leverage sales in the end of the year. The result is based on a study by Uncover, a reference platform of Marketing Mix Modeling, which pointed out that customers who invest 65% in the top of the funnel achieve a Return on Investment in Advertising (ROAS) of R$ 2.9 61% increase compared to November.

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

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

While many brands tend to focus exclusively on conversion during seasonal sales, the analysis points out 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 throughout the funnel, or at least between 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 long-term sustainable return

Changing priorities post-Black Friday

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

“This new prioritization, with an emphasis on conversion, boosts the efficiency of ROAS 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