Facebook Drives Awareness

Nick Green shares insights about his company's marketing channel strategy, particularly focusing on the evolution and understanding of Facebook's role in their marketing mix. He emphasizes the importance of looking beyond last-click attribution and understanding each channel's true contribution to the customer journey.

Key Points:

• Channel Hierarchy by Spend:

  • Influencers is #1 channel
  • Facebook is #2 channel
  • Paid Search is #3 channel

• Facebook's Role:

  • Initially struggled with Facebook performance
  • Recently understood its true value in the funnel
  • Serves important awareness function
  • Need to look beyond last-click attribution
  • Company has increased Facebook spend in last 6-9 months

• Paid Search Insights:

  • Critical to separate branded vs. unbranded search
  • Branded search has much lower CPA ($10) compared to non-branded ($200)
  • Branded search is viewed as a "tax" paid to Google
  • Google often claims credit for conversions initiated on other channels

• Marketing Strategy Evolution:

  • Moved from pure digital to including some traditional channels
  • Found success combining paid social with influencer marketing
  • Simplified funnel improved influencer performance by 50%
  • Focus shifted from bottom-funnel metrics to understanding full customer journey

• Attribution Perspective:

  • Multiple touches contribute to conversion
  • Need to think broadly about marketing ecosystem
  • Important to look beyond myopic last-click metrics
  • Human intuition needed alongside data analysis