Today, we have the pleasure of speaking with Milena Traikovich, an expert in driving effective campaigns for nurturing high-quality leads. With extensive experience in analytics, performance optimization, and lead generation initiatives, Milena brings a wealth of knowledge to the table. In this interview, we explore the marketing funnel, content versus channels, retail media, brand-building, AI’s impact on marketing, and the future of the industry.
How would you define the marketing funnel in the context of today’s evolving marketing landscape?
The marketing funnel is a conceptual model that describes the stages consumers go through from awareness to purchase. Despite changes in the marketing landscape, it remains relevant as it represents the journey consumers take, though the stages are now more fluid and influenced by numerous touchpoints.
Why do some people believe that the marketing funnel is obsolete?
Some people see the funnel as outdated because consumer behavior no longer follows a linear path. With the proliferation of digital touchpoints and channels, the journey is more complex. However, this view overlooks the core principle that people move through stages of decision-making, which the funnel still effectively represents.
Why do you consider the marketing funnel a useful model despite its imperfections?
The funnel helps marketers visualize and structure their strategies around the consumer journey. Though it’s not a perfect representation of reality, it provides a framework for understanding how demand is created and captured, guiding the creation of targeted and effective campaigns.
How does the funnel’s fundamental logic still apply to modern consumer behavior?
The funnel’s core logic is that consumers need to be aware of a product before they consider purchasing it. This principle remains true even in today’s complex landscape. The stages may be messier, but the need for awareness, consideration, and decision-making still exists.
Can you explain how stages of decision-making are messier and more fluid now than before?
Consumers today encounter brands across multiple platforms and touchpoints, often looping back and forth between stages rather than progressing linearly. Social media, reviews, and influencers play significant roles, making the journey more dynamic and less predictable.
What are some new touchpoints influencing today’s consumer journey?
Influencer endorsements, social media interactions, online reviews, and even AI recommendations are critical touchpoints. These elements create a non-linear path where consumers can jump between stages based on new information and influences.
Why is it a false choice to pit content against channels?
Content and channels are interdependent. Great content needs the right channels to reach its audience effectively. The environment where content is placed significantly impacts its reception, so separating the two overlooks their symbiotic relationship.
How does the environment, such as YouTube or LinkedIn, shape the impact of the same piece of content?
The environment influences how the content is perceived and engaged with. For instance, LinkedIn users expect professional, informative content, while YouTube viewers may look for entertainment. This context shapes the audience’s mindset and interaction level.
What role do channels play in the effectiveness of content?
Channels determine who sees the content, how it’s consumed, and the context in which it’s presented, making them crucial to a campaign’s success. They enhance or diminish the content’s impact based on how well the content aligns with the channel’s audience.
How is retail media different from traditional advertising or shopper marketing?
Retail media integrates advertising and shopping experiences, using data to target shoppers more precisely. While similar to shopper marketing, it offers better data and more sophisticated targeting, making it a powerful tool for driving conversions.
Why do you believe shoppable formats and retail partnerships are not a substitute for brand-building?
While shoppable formats make transactions easier, they don’t build long-term brand loyalty or emotional connections with consumers. Brand-building creates mental availability and distinctive assets that drive sustained growth beyond immediate sales.
How should brand-building and performance marketing work together in the current landscape?
They should be integrated, with brand-building efforts creating a foundation of awareness and loyalty, while performance marketing drives immediate actions. This balanced approach ensures long-term growth and short-term achievements.
What are the essential components for long-term brand growth in today’s market?
Long-term growth requires maintaining mental availability, distinct brand assets, and broad-reach advertising. These elements help create a strong brand presence that resonates with consumers over time.
Why can’t we rely solely on tactical elements like “Buy Now” buttons for sustained growth?
Tactical elements drive immediate actions but lack the depth needed for long-term relationships. Building a strong brand identity is crucial for lasting consumer loyalty and continued success, beyond just short-term conversions.
What impact do you foresee AI having on product discovery by 2030?
AI will personalize and enhance product discovery, curating content based on consumer preferences and behaviors. Strong brands will benefit as AI will prioritize recognizable and emotionally compelling brands in its recommendations.
How will AI affect the importance of strong brands in the future?
AI will heighten the need for strong brands. As algorithms curate content, only well-established, memorable brands will stand out. Strong brand identities will be crucial to ensure AI includes them in recommendations.
Why is it important not to rip up the marketing rulebook even as new tools and technologies emerge?
Fundamental principles of marketing, such as building brand awareness and emotional connections, remain constant. New tools should enhance, not replace, these principles. Abandoning them risks losing the essence of effective marketing.
How can marketers blend new opportunities with fundamental principles to ensure brand success?
Marketers should apply new tools to traditional strategies. For example, using AI for personalized marketing while upholding brand consistency. This integration ensures innovation while maintaining proven methods for brand growth.
What fundamental principles of marketing do you believe will always remain constant regardless of technological advancements?
The principles of creating awareness, fostering emotional connections, and maintaining consistent brand messaging will always be relevant. These basics form the foundation of successful marketing, regardless of the tools used.
How do you envision the role of marketers evolving with the integration of AI and other advanced tools?
Marketers will need to become adept at leveraging data and technology while staying grounded in marketing fundamentals. They will blend technical skills with creative strategies to navigate a more complex, technology-driven landscape.
Based on your experience, what are some successful examples of brands adapting to current marketing trends while sticking to fundamental principles?
Brands like Nike and Apple have excelled by integrating new technologies, such as personalized ads and social media campaigns, while maintaining strong brand identities. Their success lies in balancing innovation with core marketing principles.
What advice would you give to marketers who are feeling pressured to abandon traditional methods in favor of new trends?
Stay true to fundamental principles while being open to innovation. Use new tools to enhance, not replace, traditional strategies. Remember that building strong brand identities and emotional connections is timeless and will ensure long-term success.
