EXECUTIVE GUIDE

Optimizing Marketing in Consumer Tech: Balancing Brand and Demand

Unlock Full-funnel Marketing Success

In the ever-evolving post-covid economy, consumer tech companies are facing unprecedented challenges in standing out amidst rising prices and economic uncertainty. The competition is fierce, and with a plethora of marketplaces and purchasing channels, establishing a strong brand presence while driving demand has become more intricate than ever before.

New research reveals that a whopping 75% of consumer technology brands are planning to expand their direct-to-consumer (D2C) sales channels. It’s a smart move with undeniable economic benefits, but there’s a hidden truth that many brands overlook—the true cost of acquisition. D2C still requires an upper funnel; brand and awareness marketing investment.

Here are 3 key measurement imperatives to balance marketing/advertising investments across channels:

Demonstrating the Value of Brand Awareness
Brand marketing and other upper-funnel investments have a long-tail effect. We cover how to prove the holistic impact of awareness spend.
Interrogating Marketing Performance
Next, right-size the funnel by balancing the right ratio of upper and lower funnel tactics for incremental ROI.
Optimizing Marketing Outcomes
Build the right marketing measurement infrastructure and activate a test/learn approach to drive budget optimization.