The days of a simple funnel (Meta, Google, and Klaviyo) are gone. The customer journey is now a complex web of touchpoints far beyond “see ad, click, buy.”
Here are three strategies we share with our clients to help them keep up and thrive:
Diversification
Brands must meet customers where they are. And they’re everywhere.
Facebook and Instagram still matter, but so do TikTok, Pinterest, YouTube, and even connected TV. Ads on these platforms are table stakes, but with ad fatigue and privacy filters rising, you need to go further.
Invest in in-person experiences, influencers, direct mail, collaborations, and most importantly, your loyalty and subscription programs. These are people who want to hear from you and will share your brand with their friends, family, and followers.
Flexibility
Leveraging your customer data is critical. Once you do, you can build a flexible strategy that spans all channels and budgets.
We often recommend a dynamic MER and AdMER system: marketing can focus on priorities while finance keeps spend on track.
This approach helps you shift resources toward outperforming platforms and stay efficient without everyone chasing attribution shadows.
Focus
Leadership needs preparation and communication more than ever. Bring your full team into planning for key seasons and annual strategies. Ensure merchandising and marketing stay aligned.
That’s something that takes more coordination than most founders expect.
But when everyone understands the brand’s priorities, you create true company-wide focus, and that focus is what drives better performance.
