Brands often come to us who are heavily reliant on Google and Meta but are hesitant to test beyond. They often say things like ‘we tried TikTok and saw no results’, ‘we don’t have the budget for awareness campaigns’, ‘we don’t have the resources to manage an Affiliate programme’. Whilst these are all valid challenges, there are workarounds, and the issue may lie in how they are managing their marketing strategies. It's time to debunk the myths and explore the untapped potential beyond the Google-Facebook comfort zone. But first, let's dissect why they’re so popular.
Meta plays a crucial role in the upper and middle stages of the marketing funnel, particularly for awareness and retargeting campaigns. Meta's huge user base and sophisticated targeting options make it an ideal platform for launching awareness campaigns. Advertisers can reach specific demographics, interests, and behaviours to introduce their brand or products to potential customers. Meta's retargeting capabilities also enables advertisers to show personalised ads to users who have visited their website, engaged with their app, or interacted with their content on Facebook or Instagram.
Google holds a dominant position in the digital marketing landscape, particularly when it comes to building the bottom of the marketing funnel. The bottom of the funnel is where customers are closest to making a purchase decision. Here, they are actively searching for solutions, products, or services to meet their needs. So, Google provides the perfect platform for the research phase and conversion of existing demand.
Is relying on Meta & Google detrimental to my brand's growth?
While the reach and precision targeting of Google and Meta are undeniable, relying solely on these channels might limit your brand's potential. Diversification is the real game-changer. Introducing different platforms keeps things fresh, engages users in a range of formats & digital locations, unlocks different targeting capabilities and increases reach to users who are more engaged outside the Google-Meta environment. Each platform allows for a unique presentation of your brand, allowing you to better build trust, resonate with different audiences and reduce ad fatigue.
Personalised Segmentable Marketing Funnels:
Move beyond the one-size-fits-all approach. Tailor your messaging based on where your audience stands in their journey.
Develop personalised marketing funnels that speak directly to different segments. It's about being a guide, leading each prospect through a journey crafted just for them.
If that’s the case, why don’t more people diversify?
These platforms are often the initial choices for advertisers, particularly those new to digital advertising, due to the appeal of immediate and measurable results. The common tendency to focus on last-click attribution, especially in the early stages of advertising, aligning with the desire for straightforward insights as to what is driving conversions. Google and Meta's attribution models, combined with their extensive reach, provide a clear path for businesses to understand the direct impact of their ads. While this approach simplifies the tracking process, advertisers need to recognise the limitations of last-click attribution and gradually adopt more holistic models that account for the entire customer journey, ensuring a comprehensive understanding of ad performance.
How do we resolve it?
Beyond Last Click:
Embrace the reality that not all channels are meant to shine under the spotlight of last-click attribution. Some channels excel at introducing your brand (hello, awareness!), while others nudge customers further down the funnel.
Shift your lens on attribution – understand and appreciate the unique value each channel brings at different stages. It's not just about clicks; it's about creating a journey where every touchpoint counts.
Expand Gradually:
As one channel proves its mettle with positive ROI, expand strategically. It's not a sprint; it's a calculated marathon.
Continuously refine based on real-time campaign performance. This isn't a one-and-done deal; it's an ever-evolving strategy that adapts to the changing rhythms of your audience.
In conclusion, while Google and Meta remain advertising giants, diversifying into alternative platforms can unlock untapped audiences and elevate your brand's presence. A strategic approach ensures comprehensive coverage across various stages of the customer journey. Stay adaptive, explore new horizons, and witness the cumulative impact of a diversified advertising strategy.
Want our advise on the next best platforms? Check out our blog here.
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