Real Growth Requires More Than Just Bottom-of-Funnel Tactics
Summary
Want to build a high-value brand? Then you need to expand beyond retargeting and last-click attribution. Drew Fallon explains why top brands are shifting their focus to top-of-funnel strategies to scale sustainably.
Transcript
How do I make this a brand that has significant enterprise value going forward? You have to invest in actual growth and you gotta start being able to expand your top of funnel and drive growth outside of like core, bottom of funnel, circling the drain type activities. And I think we're seeing a lot more brands start to do that and open open their eyes.
Maybe because they're reaching a greater level of scale and they're starting about on meta. They're starting to see significantly more diminishing returns. Or maybe it's just because they're becoming more wise to the notion that to continue to grow and to to become a big company, you've really got to expand outside of that universe and build broader top of funnel awareness for people that aren't in market at the moment.