DTC Podcast
Bonus: What is TRUE Top of Funnel Marketing? Media Mix Analysis for All with Keen's Greg Dolan
Jan 17, 2024
In this podcast, Greg Dolan discusses the concept of top of funnel marketing and media mix analysis. They highlight the power of AI in understanding halo effects and diminishing returns. The importance of being omnichannel and the significance of diversifying channels for D2C brands are emphasized. The discussion also covers the role of organic marketing in building brand awareness and the affordability of media mix analysis for small brands. The podcast explores the paradigm shift in marketing and ongoing analysis, as well as strategies for optimal budget allocation for a beauty brand.
30:14
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Quick takeaways
- Annual planning for D2C brands should incorporate changes in the marketplace and connect to financial goals, balancing past strategies with new ones.
- Effective media mix analysis requires a balance between channels, considering marginal returns and response curves for improved marketing effectiveness.
Deep dives
The Importance of Flexibility in Annual Planning
Annual planning for D2C brands should not simply rely on past strategies. It is crucial to be agile and adapt to the changing external environment. Brick and mortar marketers can learn from D2C marketers who excel in being flexible. Planning should incorporate changes in the marketplace and connect to the brand's financial goals. Trade-offs in investment to drive top-line growth, profitability, or long-term value must be understood. An effective plan requires a balance between channels and campaigns that have worked in the past and new strategies.
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