Perpetual Traffic Why the Funnel Is Dead (And What Actually Drives Growth Now)
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Mar 31, 2026 They argue the classic marketing funnel is obsolete and channel silos mislead performance decisions. They show why shifting some ad spend into content and better product pages can boost conversions more than pouring money into ads. They reveal cross-platform halo effects, Amazon-specific risks like lack of customer ownership and arbitrage, and why measuring MER and including content costs matters for real growth.
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Pull Media Budget To Fund High Quality Content
- Reallocate 20–30% of ad spend into content creation to improve conversion and creative assets.
- Lauren Petrullo recommends pulling media budget to produce socializable content and blogs that ads can send traffic to for better ROAS.
Improve Conversion Before Increasing Spend
- Instead of simply increasing ad spend, improve product pages and listings to raise conversion rates before scaling media.
- Ralph Burns says maintaining or shifting spend to CRO can turn on volume without higher ad costs.
Amazon Listing Tweaks Drove Immediate Conversion Lifts
- Small listing and A+ content changes on Amazon produced immediate conversion lifts and ROAS improvements.
- They used PickFu consumer tests to predict which listing variants would perform before launching.