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I’d say both. I’d rather work full funnel than just a certain part of it. It’s more rewarding to see a campaign message push a consumer through all touch points. And I’d say there’s more to acquisition outside search and retargeting. You can use programmatic display, Video, CTV and social (other than retargeting) to run lower funnel media. It’s all in the data. Leveraging a DMP with 1P & 3P data to build audiences to hit the right target + a killer CTA is the key to acquisition, not just a pixel on site using cookies to retarget.
Thank you so much! You gave me hope. Now i hate my life a little bit less.
Brand is more interesting. Acquisition takes head, not heart, and so it’s just more defined and objective. To me that’s boring.
Agree with the above, I’d also recommend viewing them together in a more holistic approach.....budgeting for programmatic display is different than analyzing how branded search traffic is evolving.
I’m generally not interested in working on any acquisition work if I haven’t also been able to do brand stuff.
Both.
Brand every day. Rebranding as well. That's the time to find good companies that want a sustainable brand that does good work and treats their people with respect.
It’s all acquisition.
What if you have a leaky bucket?
I understood 1/3 of the words in you post.
That’s okay
As someone in the job market id get acquisition under your belt- everyone needs and requires it at this point.
Be the person that finds a way to use data to make brilliant lower funnel work
Thank you!
One way to think about it is that marketing is demand generation, advertising demand fulfillment, and brand is demand retention. There is certainly life outside of paid search, the SEO space is pretty cool.