What is full-funnel marketing?

Full-funnel marketing refers to a comprehensive and integrated approach to managing and optimizing the entire customer journey, from initial brand awareness through to conversion and retention. It encompasses all stages of the marketing and sales funnel, from the top (brand awareness) to the middle and bottom (consideration, conversion, and retention) phases.

Why is full-funnel marketing important?

In a full-funnel strategy, advertisers and marketers use a combination of various advertising channels, technologies, and data-driven / performance marketing insights to engage potential customers at every stage of their decision-making process. This approach recognizes that consumers often go through multiple touchpoints and interactions with a brand before making a purchase or becoming a loyal customer. It aims to provide consistent messaging, personalized experiences, and relevant content to guide prospects smoothly through each stage of the funnel, ultimately maximizing conversions and customer lifetime value.

Full-funnel advertising strategies often involve the use of tools like programmatic advertising, customer relationship management (CRM) systems, data analytics through an MMP or DMP, and attribution modeling to effectively target, engage, and convert leads into customers, and then nurture those customer relationships for long-term growth and retention. 

This approach is particularly important in the digital marketing landscape, and particularly with ad tech strategies such as CTV advertising and dual screening, where consumer behavior is complex and multifaceted, requiring a holistic approach to achieve marketing objectives.