The Thrive Performance Marketing Blog
Learn about all things performance marketing and paid digital with the Thrive blog.What’s wrong with the marketing funnel?
When we talk about the marketing funnel and different strategies we employ for the top, middle, and bottom of funnel, what do we actually mean? Are we speaking the same language? Often, we are not. Awareness, intent, interest, consideration, research, engagement, desire, decision, action, retention, demand generation, capture, reengage, loyalty: a plethora of terms used to dissect the customer journey and describe our day-to-day marketing strategies.
5 minute read
Performance creative should be journey-based
Performance creative should speak to where the buyer is at in their journey— or that was our hypothesis going into episode 10 of our video series, The Hypothesis. In this episode, we discuss why creative messaging should go beyond buy now, how to create an emotional bond with your consumers, where you need to place these ads, and tailoring for each channel. Watch the full video below or listen to the episode here to hear the full conversation. More of a skimmer? Keep reading for our top takeaways.
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We can do better at marketing budget cuts
Marketing teams make budget cuts worse than they already are— or at least, that was our hypothesis going into episode nine of our video series, The Hypothesis. In this episode, we talk about why marketing teams should always be looking for places to cut budget, how bottom of funnel is not the solution for every problem, methodologies behind effective spend reductions, and why you should be working with other departments. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
3 minute readYou’re wasting your marketing budget
Marketing teams are wasting part of their marketing budget— or at least, that was our hypothesis going into episode eight of our video series, The Hypothesis. In this episode, we define waste vs learning, why trusting automation too heavily leads to more waste, how the wrong KPI’s and targets incentivize waste, and more. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
3 minute readUgly ads are better than polished ones
Ugly creative is more effective than highly produced creative— or at least, that was our hypothesis going into episode seven of our video series, The Hypothesis. In this episode, you’ll learn how we define ugly creative, what pattern interrupt is, how to harness more unconventional creative in your ad program, and why ugly creative is so useful. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
3 minute readAutomated campaigns take advantage of marketers
Automation isn’t the holy grail we’ve been promised — or at least, that was our hypothesis going into episode six of our video series, The Hypothesis. In this episode, we tell you what exactly advertising automation is, where we think it goes wrong, how it takes advantage of busy marketers, how we use it, where we test to ensure its effectiveness, and more. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
2 minute readWhen to expand advertising beyond Google and Meta
Marketing teams should think about expanding beyond Google and Meta— or at least, that was our hypothesis going into episode five of our video series, The Hypothesis. In this episode, we discuss why so much ad spend goes into these two channels, how to better optimize them to get the most out of your investment, what “di-worsification” is, why and when to start considering new channels, and where to expand. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
2 minute readMarketers should be taking more big swings
Marketers are playing it too safe with their advertising dollars and losing money and opportunity because of it. They should be taking more big swings — or at least, that was our hypothesis going into episode four of our video series, The Hypothesis. In this episode, we talk about what big swings are, what marketers lose when they play it too safe, how to take calculated big swings, finding the right opportunities and budget, getting team buy-in, and more. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
2 minute readIncrementality is the only important marketing metric
Incrementality is the only metric that matters — or at least, that was our hypothesis going into episode two of our video series, The Hypothesis. In this episode, we delve into the challenges and considerations of using incrementality as your primary method of understanding marketing effectiveness. Our chat includes seasonality, how long these tests take, and the level of sophistication required for different advertising programs. Learn about the importance of regular testing, questioning assumptions in marketing measurement, and how to start your own incrementality tests. Watch the full video below or listen to the episode here to get this conversation in its entirety. More of a skimmer? Keep reading for our top takeaways.
2 minute read