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ROAS Is a Trap: How Smart Marketers Really Drive Growth
Marketing Against The Grain
Master the Funnel: Focus on New Interest
The essence of effective marketing lies in generating interest among new audiences rather than merely catering to existing ones. While it's tempting to channel resources towards areas that promise high returns, the real challenge is at the top of the funnel, where attracting new customers and broadening market reach becomes essential. Marketers must possess the skills to ignite interest in potential customers, as this is the core difficulty of their role. Relying solely on metrics like Return on Advertising Spend (ROAS) can hinder growth, as it indicates market saturation; thus, marketing strategies should prioritize expanding awareness and engagement rather than just managing existing interest.
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