Marketing strategies aimed at the top of the funnel and the complete funnel are more effective for boosting sales during the end of the year. The result is based on a study by Uncover, reference platform for Marketing Mix Modeling, which pointed out that clients who invest 65% in 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 looking 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 (increase of 55% compared to November). Customers who adopt a full-funnel approach demonstrate an incrementality 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, 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 top and bottom, significantly increase their overall media contribution, says Daniel Guinezi, CEO of Uncover. This not only makes the impact of the campaigns more consistent, but also generates a sustainable return in the long term.”
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, boosts the efficiency of ROAS 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 (Audiência, DPA and Vertical
- TikTok Ads
- Affiliates
