The WARC Podcast Beyond performance marketing: Strategies to maximise short and long term outcomes
May 2, 2024
In this engaging discussion, Harry Davison, Head of Marketing Science for Meta in Northern Europe, Middle East, and Africa, alongside Marketing Science Partners Konstanze Fichtner and Carl Johan Johansson Alm, share insights on the future of performance marketing. They dive into redefining marketing strategies, emphasizing the blend of brand and performance approaches. AI and privacy considerations shape their dialogue, as they highlight the need for creativity and experimentation. Their expertise illuminates the path to maximizing marketing effectiveness for both immediate and long-term outcomes.
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Transcript
Episode notes
Younger Audiences Click Less
- Younger audiences tend to click less on ads, making last-click attribution less effective.
- Advertisers must explore alternative measurement models for accurate performance insights.
Upper Funnel Impacts ROI
- Upper funnel campaigns on Meta drive significant short-term and longer-term sales.
- Investing longer in upper funnel activities improves total ROI by 13%.
When to Add Upper Funnel Strategies
- Extend audience reach when performance marketing reaches saturation.
- Use upper funnel strategies for brands with longer purchase cycles to activate latent demand.