Including Content Costs in Marketing Efficiency

Ralph notes including content labor in MER gives a fuller view of marketing profitability and ROI.

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Episode notes

Stop spending more on an outdated digital strategy. Let our experts audit it and give you the blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Are you still optimizing channels in isolation, thinking Meta is broken while Google “works”? That mindset is exactly what’s killing your growth. If you’re chasing last-click ROAS or shifting spend based on siloed performance, you’re missing the bigger picture, and it’s costing you more than you think.

In this episode, we challenge the entire concept of the traditional funnel. We look at why spending more doesn’t always mean scaling, and how improving conversion rates, content, and product pages can outperform increased ad spend. We share real examples, from Amazon ad spend cuts with zero revenue loss to brands hurting themselves by turning off Meta.

We also unpack media efficiency ratio, the halo effect across platforms, and why content is now inseparable from paid media.

In This Episode:

- Spending more on content and listings to boost ROAS

- Insights from Amazon ads case studies

- MAP pricing and arbitrage when selling on Amazon

- Why siloed attribution is misleading

- Media Efficiency Ratio (MER) vs last-click metrics

- Marketing history of soap operas

Mentioned in the Episode:

Partner With Our Digital Marketing Experts: https://www.tiereleven.com/apply

Part 1: The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now: https://perpetualtraffic.com/podcast/episode-787-the-funnel-is-dead-heres-what-full-funnel-actually-means-now/

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite