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Summary:

Why do brands invest in the upper funnel?

In this podcast, digital marketing strategist Geeta Randev discusses the evolving landscape of digital marketing, emphasising the importance of investing in upper funnel marketing to build brand awareness and customer loyalty.

She highlights the need for managing expectations regarding the time it takes to see results from upper funnel investments and the significance of understanding the entire consumer journey, which begins before a customer even visits a website.

Geeta also addresses the challenges of creating cohesive consumer experiences across multiple touchpoints, and the art of storytelling in marketing, advocating for a more integrated approach to engaging consumers.

The podcast explores the intricacies of digital marketing, focusing on the importance of landing pages, user journeys, and the role of AI in enhancing marketing strategies.

Geeta and James discuss how brands can better engage consumers through thoughtful content strategies and the necessity of nurturing leads through the sales funnel.

The conversation also highlights the challenges and opportunities presented by AI in marketing, emphasising the need for brands to adopt a strategic approach to its implementation. Finally, Geeta addresses common pitfalls in marketing strategies, urging brands to be authentic and transparent in their messaging.

Key takeaways:

• Investing in upper funnel marketing is a long term commitment
• Managing ROI expectations is challenging
• The consumer journey starts before they hit your website.
• You need to own the entire consumer journey from start to finish.

• Storytelling should be interwoven across the site for better engagement.
• Reconsider the formatting of landing pages to enhance user engagement.

• Nurturing consumers through the funnel requires tailored content and strategies.
• AI can significantly enhance marketing efforts but requires careful implementation.

• Consumers are increasingly savvy and can see through inauthentic marketing.