Efficiency: it’s something all marketers strive towards. But what happens when your meticulously crafted content and paid ads are simply not getting the cut-through they deserve? In an echo chamber of offers, incentives, and demands on consumer’s attention, how can you get eyes on your product, and not be drowned out by the noise of your competitors?

We see many brands/businesses activating channels such as Meta and Google Ads because they think their customers are there, or because they’ve always used those channels, and sometimes because their competitors are doing it. But, this approach to channel selection massively limits your paid media strategy through biases. Instead, you should be looking to data and insights to make informed decisions about your paid marketing mix. By understanding the data and the journey your customers are taking, you gain insights into their thought process and how each channel can solve a specific challenge at every stage of the journey.