THE DRUM – Overreliance on Bottom Of Funnel (BOF) tactics, with search at the core, can no longer sustain long-term growth. Search ad costs have risen consistently. Apple's App Tracking Transparency (ATT) update and growing deprecation of third-party cookies impacted measurement and targeting. Social platforms have been effective at encouraging advertisers to move from BOF to full-funnel investment.
by Chris Howard
See full article at The Drum
Mark Brooks: Courtland Brooks has been experimenting with what we call advocate-influencer marketing, helping clients build a portfolio of monthly storytellers. Email mark@courtlandbrooks.com or book a call with me at koltu.com if you'd like to check out Courtland Brooks some more.