Planning Awareness Campaign
You're the newly appointed Performance Marketing Manager for a fast-fashion e-commerce brand. The brand has seen 100% year-over-year growth for the past two years and is known for its trendy, affordable clothing line targeting young adults.
After a period of sustained growth, conversions are down across the funnel (lower Click-Through Rate, lower E-commerce Conversion Rate). You believe this is due to a stagnant awareness base, as only conversion campaigns have been running for some time.
→ How will you build a case for investing in awareness campaigns to present to the executive leadership?
→ What data points and metrics will you use to support your argument?
→ How will you calculate the percentage of the marketing budget that should shift to top-of-funnel campaigns?
After a period of sustained growth, conversions are down across the funnel (lower Click-Through Rate, lower E-commerce Conversion Rate). You believe this is due to a stagnant awareness base, as only conversion campaigns have been running for some time.
→ How will you build a case for investing in awareness campaigns to present to the executive leadership?
→ What data points and metrics will you use to support your argument?
→ How will you calculate the percentage of the marketing budget that should shift to top-of-funnel campaigns?