There’s also the looming depreciation of third-party cookies, stifling programmatic efforts, and social media’s pay to play environment isn’t conducive to the tightened media budgets that lay in the pandemic’s wake, according to marketers.
“What used to be a more linear customer journey is now all over the place,” said Jill John, chief customer officer at direct-to-consumer furniture company Interior Define. “So we want to make sure we’re messaging in a relevant way across multiple stages in the funnel across multiple target audiences.”
In addition to doubling their total digital marketing budget this year, Interior Define has grown its experimental budget from 5% to 15%, according to a company spokesperson. The majority of the DTC brand’s ad dollars go toward performance marketing tactics. But in a recent effort to diversify media spend and reach more consumers, John said the team has launched SMS marketing efforts, podcasts, direct mail, CTV and influencer-focused marketing.
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Article source: https://digiday.com/marketing/throwing-spaghetti-against-the-wall-why-marketers-are-expanding-experimental-budget-testing/
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