"Thanks Ferdie and Team. As always, and as you said, one hour is never enough. Till next month." ~ A. Mills, Southern Sun
"I have thoroughly enjoyed the webinars you have hosted so far, and I keep a keen eye out to register for them each time... these sessions have been so valuable." ~ H. Blaine, Two Three Bird
"The session was incredibly informative and engaging, and I thoroughly enjoyed it. I'm looking forward to applying the insights I've gained." ~ N. Manyathi, Tsogo Sun
Elena Protulis has extensive experience in the Financial Services and FMCG industries, focusing on strategy and digital marketing executions. Her other areas of expertise include Account Based Engagement, digital projects, customer journey mapping and content strategy.
Sheldon Singh is an experienced digital performance marketing professional and a Google Analytics specialist with a wealth of technical expertise. Sheldon is GMP certified and has a BCOM Honours in Marketing and Psychology from Wits.
View the full video transcript
NJ Webinar | Master your sales funnel: Media strategy and measurement (2023-10-26 10:04 GMT+2) - Transcript
This editable transcript was computer generated and might contain errors. People can also change the text after it was created.
Elena Protulis: Okay morning everyone nice to have you all here. So just to recap what we covering master your sales funnel. So media strategy and measurement and learning how to improve the marketing funnel with tracking and digital media alignment. So This is what we are covering. So the latest funnel methodology how to identify the steps in your marketing funnel how micro conversions and events work how to track your funnel using j4 and how to create a media strategy for your funnel.
Elena Protulis: So, this is me. My name is Elena. I've got over 12 years experience in digital marketing started in content and social media. As well as digital strategy and it's kind of evolved which is the nature of the game. I suppose when you work in the space, you have to so gotten a lot more experience in Abe account based engagement ux analytics and key clients involve the fmcg and financial services space. This is Sheldon who I'm presenting with today. So Sheldon, I don't know if you want to give a quick overview of you all.
Sheldon Singh: Hello everybody. I'm Sheldon 12 years experience focusing the last half of that period on Google analytics.
Ferdie Bester: I
Sheldon Singh: I currently work at fnba the solutions architect and my fun fact is I've been around since before GTO. So I watched the first GTM be made. And yeah, you can call me Panda.
Elena Protulis: Okay, so I know Ferdie are some of you when you join the call work you expect out of today's session, but I think if you want to write it in the comments. And just give some input in terms of what you expecting. I think it's good for us to see that and specially for Sheldon. Also Taylor what he's also going to say around the tracking element as well as in gf4.
Elena Protulis: Okay, so I'm going to kick off. So I found that when working with any strategy, it's very difficult if marketing Works in isolation and for marketing to say this is what we want to achieve or these are objectives. It's so important that business aligns with marketing. So that marketing can go. we actually want to achieve what the business is trying to achieve and we want to amplify that you don't want to just be seen as a support cost center. That's not showing any value and ultimately it's going what is the business want to achieve? How's marketing going to support that but the key thing that business can help?
Elena Protulis: Is they engage with clients they understand who they trying to Target as So marketing to help pull that together and that it's integrated so that whatever you doing is talking to the client needs and it's not assuming who to speak to and where and I think that's really key. Especially when mapping out a media strategy not to assume which channels to be on or who to Target.
Elena Protulis: And what do people want to check and I think ultimately, it's all about is my budget allocated correctly and am I adding value and insights to business to show return on investment. And I think that's a big thing is that from a marketing perspective. There's a lot of ways to slice and dice your budget. But Where are you getting the best return and we'll talk through that in the funnel because it is very easy to just throw money at different channels without actually seeing any value or return but just to have that out there and we driving that away but is that actually showing any return on investment? Samsung many of you have seen This is the classic funnel and ultimately it falls downwards.
Elena Protulis: And basically you expecting your customer to just be pulled down into this loyalty conversion phase. So it's pulling down into this awareness consideration conversion loyalty and gravity will automatically just pull your customer through this and it seems quite an easy approach and funnel, but we've flipped it around and ultimately we've got to try and get the user to work their way up and to defy that gravity and to actually work hard to get that customer to work up to get that macro conversion.
Elena Protulis: So you'll see as it builds up. You've got various micro conversions where you want people to that existing customer to engage in different parts of the funnel where it will ultimately culminate in a macro conversion.
Ferdie Bester: So just to Elena just to interject this so the just go up to the previous funnel there. So the problem that we have with this funnel is it almost retains that if you do nothing, you will get the customer gravity will help you and I will just fall out at the bottom automatically and I think as marketers we understand that that doesn't happen like you just don't get customers like that and we think of more accurate reflection of how marketing works is just go to the next slide is
Ferdie Bester: Is people enter in at the bottom and they have to and it takes a lot of energy from the market and the team to get them to convert at the top sets the sale and they enter in at the bottom and gravity works against you. So if you do nothing, then they will fall out of the funnel again. So is an enormous amount of energy to get them to actually become a client. I hope that makes sense.
Elena Protulis: So how do you plan in terms of what you're going to track? So if we look at the website from a macro perspective and what's that ultimate goal is you want them to click on any call to action leading to get in touch form a submission that they've completed it use a login. So this is where you've got that user actually coming into your ecosystem and you're getting them to fill in their details and you can engage them and They're going to submit their details. So that's your macro actions on the website. But in order to get them there, you also need to plan for your micro. So what are you tracking and that will lead to the macro conversion?
Elena Protulis: Are they scrolling on your page? I think that's a really really key. Micro conversion is the scroll depth which also helps with content in ux development video content engagement. So the time they spending on the page and what they engaging with any notification Banning engagement father file download. So, do you have any PDFs that you tracking the top navigation? So are they going on the site.
Elena Protulis: And then planning kpis based on this. So how do you want to measure these is a number of call to action clicks is that How many people are clicking to compare to form submission scroll depth percentage by website content. So then you can go as a 75% the time on your content heavy pages. So are they in what you saying? do they really key is what you saying speaking to them and going back to what I said tapping into the customers needs conversion rates. content engagement versus website visits. So this different ways to skin this, but ultimately it goes back to
Elena Protulis: What are your objectives? What is the purpose of your website? So we talking about doing this funnel based on your website for now? And What is that ultimate goal. Is it a form submission or is it existing customers logging in? just revisiting this so to go here's our funnel that we flipped around looking at micro and micro conversions. And this is an example of how it could look like because it's all good and well talking Theory but saying, okay, if you are looking at this from a website perspective, you can say from a very bottom layer or visitors come to your site and it's page views. Then you delve deeper into you're going to scroll dips here in foot to navigation your video tracking any outbound links.
Elena Protulis: Then as you go higher up in the funnel that uses more entrenched. So are they downloading a file? Are they clicking a talk to us how fast are you ready to go to the call to action clicking on an email address and then again start get in touch form submit to newsletter sign up now. They're actually giving you their details and then macro could be they signing in as a customer. So again showing how this can work based on the funnel, but
Elena Protulis: And is your website optimized to get them up there? Are you tracking what's working? What's not working is the ux optimal is the content talking to them to push them up in the funnel and I think based on what Ferdie said is it's not just expectation from the traditional funnel where you just expect them to filter down. This is really working hard that it's not so easy. You can't just have a website and just hope that they navigate to where you want them to you've got to work hard and see what's working. And what's not working. To get them there. Okay. I'm going to hand over to Sheldon.
Sheldon Singh: Cooper to make it a bit more practical with real examples, I like the fact that Elena referred to ux so I chose our website as a test case so the navigation at top and I thought that's very important to highlight is majority of traffic if they know your brand will land in your homepage. Your navigations are really important any useful point to send your marketable people where you want them to go. So for us a really big point is the contact us and you can see from the screenshot there. I'll contact us button is different from the rest of our navigation because we want to guide people there. that's like a whole ux thing all on its own but tracking that invent is a micro conversions as much as it's a
Sheldon Singh: it's a very important step. It's actually not The biggest one is actually getting you to fall out the form and I'm hoping that a lot of people filled out the formula because to get to this webinar, but for our macro conversion, you move from your micro conversions to your macro conversion. So starting on clicking the contact us button and then moving on to the main form where if you look at our contact us paid it is just the form so getting people and getting people to finish the form is the only objective of that page the other thing so on the side that you'll see we've got the hello at night job email address, I'll address and I'll follow us links. Those are also micro conversions. So the nice thing with this moment is that if a person lands on to contact us page and we do have Micro conversions check. What else are they doing? It's not just a page with nothing else on it. And that's a very big thing to know is that if a user is not converting on your Mac macro conversion. Are you providing micro steps to get them closer?
Sheldon Singh: that's something a lot of people need to think about. And then also there's less lead points on this page. That's what I'm looking for. There's Leslie points. The only other places you could go is that to the home or to our normal navigation that's standard for all websites. There's nothing else on this page distract you and that's pretty good. Ux you don't know it's very far into Next slide please. So me being the techie at I had to have a slide here with this in it. So this is what GTM looks like you'd have your ga4 configuration tag. And then for every event that you want to track that's custom into your head. You will need to set up an event explicitly for it. So we've got two different events here. You can see highlighted in Green contact page view. So when a user lands on the contact page, it is tracked as a
Sheldon Singh: Page View events like Santa tracking that exists already, but we want to know that a person has seen that contact page and we can use that event in other reports when the user completes the form you'll see that contact form submit occurs, and we have a thank you page that it fires. So the contact page submission is actually a page. Thank Those two events go into our reporting which we can then use where we want. So creating audiences or creating specific reports for it. We can then use these events. If you don't measure it, you can't improve it and that's something I learned very early. I think the next slide is back to so this is what it looks like in ga4. When you have your events. You have a contact you can select the report you can see that the expectation is that your contact page will have more views or more events triggering than the submission that you kind of most emissions then you use of the page. using these two numbers, so we've got three form submissions.
Sheldon Singh: And 39 views of that page for the state rate. So we at least know that the page is working and something clearly happened in September. They brought a small traffic. Next slide is back to you.
Elena Protulis: so if we go into media strategy and looking at the funnel So we looked at website going to macro conversions. You can also look at it using your media strategy. And again, there's so many different ways to skin this based on what channels you are on where you're trying to reach your audiences. But if we start at the bottom and say we want to drive awareness, so if someone sees a piece of content coming through display social media, they see it and they think this speaks to me. It's something that I need and we look at that as a visible impression. next thing is, looking at other channels where
Elena Protulis: We driving a bit of Interest. So, they could be searching for it and we're utilize SEO paid search to get them to the website. So they're an Engaged visitor as well as a channel like YouTube. So we've driven that awareness. We're going to the next step is
Elena Protulis: they want to find out more so they're going to start doing the research on it. So there's very clear intent. Which again is coming to your paid SEO YouTube LinkedIn, they could be looking on LinkedIn researching whether it is people within the business the company from a YouTube perspective. It could be looking at how to do certain things and then I need help so, they've gone through all these phases where it's okay. I need this business to help me with what I need and it's a lead. It could be them submitting there. They contact details they could do a search where they want your to buy into your brand or it could be a LinkedIn at where they've seen different parts of what you've got to offer and they may submit to lead depending on where you are active and then ultimately the conversion is yes. I've bought into it.
Elena Protulis: It's a deal. But again, it's very different ways that this can be driven, but I think it's important to go there are different phases and they are different ways to utilize the channels you on. And something that is important to note is that from a budget allocation perspective you want to allocate your budget to where you're going to be able to drive those conversions. looking at it in a waterfall effect. So going let's start with that upper level of the funnel to see can we convert in that top phase and then build that down so I'll show you practically to see how that could come out. So if we look at a media plan, so for example a startup you have access to
Elena Protulis: a lot of data you understand quite clearly who you want to Target. So you want to put a lot more money behind pushing that deal whether it's email. It's a meeting. It's the production of it. You have that database where you can Target potential customers on LinkedIn. So you pushing them into that lead phase and that's people that you've already got in your database and then filtering that down because you may drive less money from an awareness and interest perspective because as a startup you have less budget, so you want to utilize the data. You've got to see better conversion, right?
Elena Protulis: This looks very different from a corporate side. So, it's a lot harder in terms of reaching the full base of customers. So you wouldn't be a lot and as agile and Nimble as a startup would be so you would allocate a lot more budget from an awareness perspective. So if you look at Financial Services Brands, you're often see a lot of that drive is on social media paid search where you want to compete with different Financial Service brands in the space and target people there. So it is a very different way in terms of how you would allocate that budget but it is important to look at this to go. we've looked at the funnel and we've gone there is that awareness there is that interest is that research there's that consideration and how do you take that and map that into media plan where you aren't?
Elena Protulis: trying to be everything to everyone or going I need to be on display or I need to have paid search but there isn't really a plan behind that or a strategy behind that and I think it's quite important that from a search perspective specifically from a consideration. That's a very limited to Brand search. So It's not a generic keyword. They are looking for your brand. So there is that intent where they're going to hopefully convert to a lead.
Ferdie Bester: And Elena, would you just mind going back to that next one up here?
Elena Protulis: Yeah.
Ferdie Bester: To Elena mentioned in terms of search. So I think what's happened when Google ads was five to 10 to 15 years ago. I think it was quite easy to generate lead. So everybody was sort of stuck in that I've got a problem and I'm researching phase and by search worked really well because it was quite affordable. It was very easy to get into Google ads. So in terms of media plans we've seen a lot of clients just focus on Google ads and search that's been a big focus. so everybody was sort of playing in this research and interest phase and everybody was a lot over relying on Google.
Ferdie Bester: That's an ACO basically and what we've seen play out in the last three years is a bigger focus on email. write at the top. So in that consideration phase just before somebody turns into a lead. I think there's been a refocus on email and for example, our spot has been quite upspot and MailChimp as played into that. So there's been a bigger focus on that and in the brand searches that happened there.
Ferdie Bester: And I think what we see in the industry is that Google ads searches becoming credibly expensive in terms of minimum. So just to have your ad trigger. It's like 20 30 40 Rand just to have your ad show up and the keywords that you're targeting is not necessarily where you're gonna show up. So what's happened is I think a lot of the people that we talk to are teas like this. This is really expensive now, we can't just be doing that. So they've switched over to do some Facebook advertising and I think tiktok is coming to play as well and you YouTube as well, but what's really important what I think we want to share is those channels set a little bit higher on India awareness face up early in the purchasing process and you're not necessarily gonna get the sale from Facebook or from tiktok, but that is way you drive people into the funnel and then from that point on Google ads can and search
Ferdie Bester: will land the lead for you. Does that make sense? Does anybody have a comment around that Rory? Do you have a comment on that? I know you guys play a lot for CPC. Your cpcs are incredibly High.
Ferdie Bester: In any comments from anybody?
Dene Van Deventer: I think and from my perspective for this. I have also seen that play out quite a lot of clients is very much focusing on the leads and intent but kind of left out bringing in the awareness and the interest and that's playing out now with a lot of clients.
Ferdie Bester: and I think in the post you could get away with that because Google ads was affordable and you could get Auto I quite easy and I think Google ads is becoming Expensive and difficult to manage as well. So it feels to me that the media spices is opening up and in terms of budget allocation what Elena explained was if you start up the stuff at the top, the email just got one up again. So the stuff for email, for example, that's gonna deliver the greatest order. I so Susan all the money they
Ferdie Bester: And when we've got that going being start looking at search and SEO Etc and what happens he so when you start off like that that's with the investment needs to happen. And then for corporates, I think there's a lot of work to be done in terms of what I invest heavily and awareness phase and to make sure that brand winners. they still have competitive Advantage there. So people know about them. So that's why we say the media plans sort of differ between the different life cycles of a business. So for example the business is a startup or small then investment in an email and search and SEO is a good idea and then once that's better down in this shift moves to awareness as well, so don't so when you start up we also then recommend to go into the awareness face because you don't have to the other media channels in place to actually turn them into a lead.
Ferdie Bester: I hope that makes sense in Emojis with would help just to confirm that it makes sense. Okay, Elena back to there's a tricky complicated
Elena Protulis: No, that's great.
Ferdie Bester: topic
Elena Protulis: Yarn, I think to the point around paid search and how it's evolved in the Google space I think seos really important to get right and I think especially when you look from a startup phase and medium-sized business is that the value in SEO from a long-term effect is important to be able to optimize that
Elena Protulis: okay, and
Ferdie Bester: So sorry, there's a little bit of an ad break then so if you do so just go to the next line. If you do want to spend some time to look at your Google ads.
Elena Protulis: Ready?
Ferdie Bester: We have a workshop running next week Thursday, if you're interested to join and just in a safe space on back if it's working or not. I've included the link in the chat box there back to you Elena.
Elena Protulis: Okay, so I'm going to hand over to Sheldon.
Sheldon Singh: I love the little outbreak. Talking reporting. So like I mentioned earlier if you can't measure something you can't improve it. So you obviously need to be able to visualize your reporting. So in GA 4, this is what it looks like. I've shown this just now, but this is actually very Isolated it doesn't show you in context what you're looking at. I mean if you actually see these reports independently, they don't sit side by side. So what we recommend doing is using something as simple as local which on next slide.
Sheldon Singh: this is a really quick example of a report it literally to be 15 minutes to make this that's why it doesn't look at trivia. I'm not a designer. But if you spend some time thinking about what you want to measure so the data points you want to measure you can just put them into a funnel just putting them upside down saying views being how many times of the contact page view which is the one we specifically want to measure and then contact form submission. You can then also use Lucas ability to calculated metrics. So we've got engagement rate and conversion rate, which we can then also map out. So if you look at the first graph there on the right, we've got the conversion rate, which is a nice place to Monitor and see the health of what your websites doing. You can then add another thing so I just had it as
Sheldon Singh: An example is that you can then also measure your traffic so you can see that email is quite big for us. And that's also why our funnel works the way that's just because emails at the top. It's closer to the conversion point. We also get map out where in the world people are coming from. So if you are an international business and you are servicing other countries checking on that map will then allow you to filter to see which region is performing better relative to the other ones and then local studio is one of my favorite things to do. I'll be I'm quite biased about it. It is very flexible. You can put it in a way that you want to see it as well as putting it in the funnel like how I've got it there with those three blocks makes it visible that things are going well or not. It's as easy the next slide.
Sheldon Singh: It can get a little bit more complicated. So the more data points you add the more your funnel will expand the more data points need to be monitored and measured so instead of using graphs you could then use the presentation. So whether it's going up or going down and then in terms of your micro conversions, you could then also group them together. this is the unit examples that your site traffic is more than just visited. It's the number of people how frequent it is how many pages that you and those things can be grouped together on Etc. Then your site engagement. So what are they doing? So that is actually your micro conversions your file download and you inquiry clicks, but then there's also your actual. Micro conversions, which is your phone CL logins and your subscriptions and then your macro conversion for your kpis depending on the language of business users. We've got our inquiries there. So
Sheldon Singh: You can see that stacking it. This way does give you a visual representation of how things are going. I think that's a really nice way to do it in. The next slide is other examples. I just stole off the internet is you don't need to use the triangle. Let's be honest. It can be a vertical stack of so I really like a one on the left there where the four smaller blocks build up to the one big block. So that is a website that is all about getting people to actually view content and engage with it. And the one under on the right chair is actually from data Studios. Sorry, look for Studios Google ads template, which they've grouped them together in terms of how you perform with your clicks versus your conversions and then your cost so grouping them together and putting them next to each other in a visual representation makes it a lot easier to analyze and makes a lot more fun rather than reading an Excel speech.
Sheldon Singh: I think the next slide. Is back UE?
Elena Protulis: It's really I think Sheldon what you showed us culminated. So well in terms of where we started Just to recap where it's setting your strategy and going what is the client need? What are you trying to achieve working with different areas of the business understanding what access to data you have so that you can map out that strategy properly and I think whether like Sheldon said, the end report doesn't necely need to look like the funnel Just so that it's planned so that you've got.
Elena Protulis: What you're trying to achieve where and that you can report on that and optimize it so that at the end of the day you can show value for we're budgets being spent and that not all budget is going to result in a lead or that macro conversion. And I think that's really important is a lot of businesses will go. where's the marketing budget going? What leads did we get and it's going this is where we've spent budget and there is an element of awareness or research or intent and this amount was spent to drive leads and this is what we've got in so it does
Elena Protulis: To visually show it like that. Sometimes where people who don't understand marketing can then understand what's being spent where and I think that's really important and then ultimately for it to be shown in a report that it's digestible and everyone can be able to see what's being done and where so that again you can optimize and you can tweak and I think that's the beauty of being in the online space is that you can adjust your budget. You can adjust your content and you can taste and see what works.
Ferdie Bester: And then I just go back to that slide with them the media channels again. So just go back there. That one in so we found Two ways to justify the investment in this awareness phase. So the first one Is to build that dashboard so I think the people that sign the checks that are in the budget can then see how this funnel is being loaded and it's generating leads. So I think that helps just visualizing it and saying we spend money in Facebook or we spend money in tiktok. And it's driving engagement which drives micro conversions and dry sleeves. So that's the first thing so that helps the second thing that we found Alps is that when you run an awareness campaign
Ferdie Bester: The kpi can't be to generate a lead. ultimately it is but it's almost like a soccer team you need to fenders and you need midfielders as well. For the guide to score the goal. So Google adds an SEO usually scores the goal on the search that terms and what's important is that the awareness campaigns drive that behavior and on one of the ways to just know if one of the awareness campaigns is successful is to choose a different kpi. So Google ads, I think the kpi is good. It to be with Eco it needs to be leads. But when you start looking at channels like Facebook or tiktok, they're not in a space of buying so you need to change and choose a different kpi. So Elena at the bottom chose impression of viewable. Impression is one of the
Ferdie Bester: One of the good metrics that you can use for that not just a viewed impression. So that's the first good kpi for that stage and in the second one is an Engaged visitor not a click. And engage visitor that is another good metric that you can use to measure the success of those awareness campaigns. So for example, if you are running a campaign on Instagram, the impressions are great, look at them, but the key thing is all people engaging with the content and do the click through to the website and browse and look at your new product or your new service. So that's a really good kpi. You are not gonna get the lead. I mean, so what we've seen time again is clarenda goes we want to run an awareness campaign and it's gonna have to generate sales and then it doesn't generate sales and everywhere. It it doesn't work.
Ferdie Bester: and it's the problem is that you're looking at the wrong kpi. It's very important to set the right kpi and the right expectation at the store any questions around that.
Ferdie Bester: Okay, Elena. Should we share that audience stuff as well?
Elena Protulis: Yes.
Elena Protulis: So you can also look at an audience's funnel. So where you can bucket it and again using the same funnel approach where you're looking at all visitors and this is an example we had done for our client. So you'll see there you've got in that second phase it segmenting banking users and taking insurance and then again going further up the funnel form start users usually to sign ups. Then form submit success and going up will eventually you've got an audience of logged in users. So again, it's also segmenting your audiences into a funnel as well, which I think is really really valuable. Sheldon foodie.
Sheldon Singh: Can I have my two cents?
Elena Protulis: Yeah, please.
Sheldon Singh: So the DNS part about when I said that you should have an event for every measurement measurable point that you want in ga4 is really really easy to build an audience off one of those events. two clicks and you have your audience for that event. So they tied together really nicely in that. If you have a data point that measurement you can use it multiple ways If you are planning on measuring with ga4 using it in Google ads is really really simple. You literally just import the audience and you can use it almost instantly provide a duty to your minimum number of users. The part I wanted to add in this is an example that we've got from a client. your funnel could be two steps. It's people visiting your website filling out for
Sheldon Singh: there might not be as complicated as it needs to be or it could be much more complicated in that if a person dials clicks on your phone number, but doesn't get through how fast you react to it. you could have an audience of people who kicked on your phone number or clicked on an email address, but not gotten to the conversion point or they haven't gotten in touch with you you can then decide do we show them a specific ad saying he has a discount like those are the sort of activations you can do and that all then runs through Google which is very useful and quite
Ferdie Bester: So each one of those audience members are at a different stage. of the purchasing process so all visitors the message they would be like remember us and then the second one would be if they move a little bit up in the funnel. They started browsing products. I know you've probably seen takealogs ads that start following you around for example, we're looking at a fish pump cleaning system. So the fish pump cleaning things are following me around and then the last phase could be to say clearly this person has researched quite a while and then you can do a little special offense five percent all for 10% off. So what's interesting about this audiences and also using the funnel methodology you can have a separate message for each one of the different audiences.
Ferdie Bester: so, at the research phase is bring up the research again, if it's close to the purchasing place bring up a little offer to get people over the line the key with this audience stuff is you do need lots of data. So this is usually more of a consumer strategy than for B2B business, for example, because you need certain amount of people in your audience for this to actually work and for the effort to be worth while
Ferdie Bester: cool any questions with run through all the slides everybody so question time so We're going to give you 15 minutes back of your life,…
Elena Protulis: right
Ferdie Bester: which is always nice. And then you've asked a question.
Dene Van Deventer: Yes, I just wanted to add on those audiences and you can also use the audiences to exclude on certain campaigns. So if you know that an audience, someone has already converted,…
Ferdie Bester: shark
Dene Van Deventer: you don't want to show them any more messages. So in that regard, you can also be a lot more efficient with your marketing spend.
Ferdie Bester: Yeah don't sold so you can upsell to you to your current customers, but don't sell the new product to them again. that can save you 10% on your media day.
Dene Van Deventer: That's also actually quite one of the things that annoy me with will take a lot specifically. Let's keep with that example. So then I've already purchased the item, but they're still following me around with that image. And it's already a mouse or yeah.
Oct 26, 2023
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