Molly Baker, CEO & Founder of Indie Consulting.
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As we begin 2023, I can confidently say that digital marketing is now just “marketing.” This blurs the lines between funnel objectives and channel selection, increases the ever-growing need for a variety of digital content and demands an always-on approach to measuring the art and science that is marketing today.
In the aftermath of the big boom of direct-to-consumer brands and marketplaces, along with their accompanying marketing tactics (think Facebook advertising), I am seeing a refocus on the importance of brand awareness and upper-funnel tactics. While it plays an important role in any brand’s marketing mix, performance lower-funnel marketing is not the single key to growth. As the founder of a marketing consulting company, and in studying how brands are approaching this matrixed ecosystem, I have identified three…
