Multichannel mid-funnel strategies can help DTC marketers enhance consumer acquisition

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 14, 2020, 12:25 PM UTC

Businesses should create broader awareness among consumers for different acquisition channels.

This article notes that brands should create a multichannel, mid-funnel strategy to effectively scale up customer acquisitions. Testing different channel combinations, like desktop videos with display ads, and providing consistent CTAs and offers can help brands enhance the performance of their acquisition channels.

Combining desktop-video with mobile display can further help brands scale up acquisitions and improve the return on ad spend (ROAS). Creating top-line consumer awareness through multiple exposures and retargeted messages can also help DTC brands improve cost per acquisition.

Implementing cross-channel strategies can provide brands with an alternative to cost and scaling challenges while bridging the gap between the upper and the lower funnel. The author suggests that paid media and mobile display can be used to complement influencer channels for scaling customer acquisition.

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