Full-funnel marketing and hyperlocal strategies are the keys to brand success in 2023, according to Rob Davis, President and Chief Marketing Officer of Novus Media Inc.

In the face of an uncertain future, marketers and agencies struggle to find the right strategy to maximize their results in 2023. Many questions remain unanswered. The global economic slowdown and the eventual extinction of third-party cookies are just a few of the challenges facing marketers and agencies today.

Due to a macroeconomic slowdown, most major advertising forecasting firms now predict that advertising growth in 2023 will be slower than projected just six months ago.

“Unfortunately, both approaches often offer underutilized opportunities for cost-effective business building,” says Davis. “When facing economic uncertainty, marketers tend to focus solely on performance metrics and customer conversions. Building brand awareness and affinity become an afterthought.”

This is not a new trend; a shift toward lead generation and performance marketing was evident during the pandemic. However, many brands quickly realized that a strong focus on the lower funnel was diluting their brand. “Focusing too much on lead-gen or the lower funnel dilutes the brand,” warns Davis.

Full-funnel marketing offers a solution to this problem.

_{By Jordi Lippe-McGraw}