Marketing Against The Grain ROAS Is a Trap: How Smart Marketers Really Drive Growth
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Aug 6, 2024 Delve into the hidden dangers of prioritizing Return on Ad Spend as the sole measure of marketing success. Discover why integrating brand awareness and incrementality models is vital for sustainable growth. Hear personal anecdotes from the Olympics, highlighting the excitement of unconventional sports and partnerships. The conversation champions a balanced approach to marketing metrics, emphasizing that true effectiveness goes beyond just numbers. Embrace a broader strategy for lasting audience cultivation.
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ROAS Manipulation
- Return on ad spend (ROAS) is a common marketing metric, especially in paid advertising.
- Marketers can manipulate ROAS by focusing on retargeting, discounts, or reducing spending.
Top-of-Funnel Focus
- Focus on top-of-funnel marketing to attract new customers.
- Getting new people interested in your product is the hardest part of marketing.
Incrementality Models
- ROAS measures efficiency in capturing existing demand.
- Incrementality models measure efficiency in growing new demand, often through conversion lift studies.