By Courtney Herb, senior director of brand marketing and public relations, AdRoll
As the holiday season approaches, brands face the challenge of capturing consumer attention and making the most of their advertising spend. With rising advertising costs and fewer days between major holidays this year, standing out among countless promotions can feel like an uphill battle. To succeed, brands must attract and engage customers at multiple points throughout their journey to build loyalty that endures beyond the holiday season.
This is where a full-funnel marketing approach becomes invaluable. Full-funnel marketing engages consumers at each stage of the buying journey, from awareness to consideration to loyalty, and is designed to create lasting connections with customers. While single-stage campaigns may only emphasize the immediate sale, a full-funnel strategy maximizes each interaction, leading to a more engaged, loyal customer base and, according to Nielsen, delivering up to 45% higher ROI than narrower approaches. Especially during the holidays, when competition for attention is at its peak, this comprehensive strategy is key to cutting through the seasonal noise and fostering long-term relationships.
The Components of Full-Funnel Marketing
Full-funnel marketing traditionally encompasses three stages: awareness and consideration (top of the funnel), conversion (middle of the funnel), and loyalty (bottom of the funnel). Each stage has a unique role, and during the holiday season, these roles are crucial in addressing the specific needs of holiday shoppers who are often making quick purchase decisions.
Top-of-the-funnel
At the top-of-the-funnel stage, brands focus on building initial awareness and attracting customers who may not yet be familiar with them. The goal here is to make a memorable first impression, using tactics like social media and connected TV (CTV) ads to reach customers during their early shopping research. The holidays see a spike in viewership across digital channels, making CTV an ideal choice for getting on consumers’ radar. The sheer volume of ads during the holidays means familiarity and trust become decisive factors in consumer decision-making, and brands that can build this trust early on are better positioned to stand out.
Middle-of-the-funnel
The middle-of-the-funnel is where interest transforms into action. Consumers who have shown an interest in a brand but are still weighing their options are primed for conversion at this stage. Middle-of-the-funnel strategies focus on nurturing these high-intent prospects and encouraging them to take the next step. Retargeting ads, dynamic content, and personalized messaging are critical in guiding potential customers toward completing their purchases. By delivering tailored reminders and offers—such as showcasing previously viewed items or highlighting exclusive discounts—brands can convert interest into decisive action. While top-of-the-funnel efforts attract new customers, middle-of-the-funnel tactics turn that initial curiosity into tangible results, driving conversions when it matters most.
Bottom-of-the-funnel
Finally, customer loyalty and retention come into play in the bottom-of-the-funnel stage. While many holiday campaigns focus primarily on driving initial purchases, bottom-of-the-funnel strategies aim to transform holiday shoppers into long-term customers. Tactics such as personalized email campaigns, loyalty programs, and customer relationship management (CRM) retargeting offer ways to stay connected with customers after the initial purchase. The holiday season may drive immediate sales, but these post-purchase efforts are what ensure customers remain engaged, helping brands avoid the post-holiday churn that often occurs in Q1.
The Role of Customer Personas in Holiday Campaigns
A key advantage of full-funnel marketing, particularly during the holidays, is the ability to use customer personas to create messaging that resonates deeply with different segments of your audience. Holiday shoppers are diverse, with unique motivations that shape their buying behavior. For instance, some may be driven by the desire to find thoughtful, quality gifts for loved ones, while others may be last-minute shoppers looking for quick, convenient gifts. Personas allow marketers to create tailored messaging that speaks directly to these motivations, increasing the relevance and effectiveness of their campaigns.
For example, a campaign targeting thoughtful gift shoppers might emphasize the quality and uniqueness of products. In contrast, a campaign directed at last-minute shoppers might highlight features like expedited shipping or convenient in-store pickup options. Using personas to inform ad copy, imagery, and offers ensures that each customer segment receives a message that feels relevant to them, even amidst the saturated holiday ad space.
Using Multi-Touch Attribution to Understand Holiday Engagement
During the holiday season, customers often encounter brands multiple times before making a purchase. On average, a consumer interacts with a brand over 56 times before making a decision. For marketers, understanding which of these touchpoints is driving conversions is critical to optimizing their holiday campaigns and maximizing their return on investment.
This is where multi-touch attribution comes into play. By measuring each point of interaction—from initial awareness efforts at the top-of-the-funnel stage to post-purchase loyalty initiatives at the bottom-of-the-funnel stage—multi-touch attribution allows marketers to see which channels and tactics are most effective at each stage of the customer’s journey. While setting up a full multi-touch attribution model can be complex, taking steps toward a more nuanced measurement approach can yield valuable insights into what’s working and where to shift spend or adjust messaging as the season unfolds.
Building Lasting Relationships Through Retention Strategies
Perhaps the most powerful aspect of full-funnel marketing during the holidays is its ability to create customer relationships that extend beyond the season. The holidays often bring a large influx of new customers. A well-executed bottom-of-the-funnel strategy can help transform these one-time shoppers into repeat customers.
After the initial purchase, brands can keep the connection alive with personalized, targeted follow-up communications. This may involve sending tailored emails highlighting complementary products, loyalty offers, or incentives for future purchases. By taking the time to engage customers after their holiday purchase, brands demonstrate that they are invested in the customer’s long-term satisfaction—not just the quick holiday sale. This approach builds a sense of loyalty, making it more likely that these customers will think of the brand the next time they’re shopping, whether it’s a seasonal occasion or an everyday purchase.
A Holistic Approach to Holiday Success
A successful full-funnel holiday strategy requires careful planning and alignment across each stage of the funnel. Marketers must engage customers early on to build awareness, create relevant and personalized messages to nurture interest, and stay connected post-purchase to foster loyalty. As the holiday season grows more competitive each year, adopting a full-funnel approach helps brands maximize every interaction, ensuring they’re not only driving immediate holiday sales but also building lasting relationships with their customers.
The holiday season is a time for giving, but for brands, it’s also a time for connecting and laying the foundation for year-round loyalty. Through full-funnel marketing, brands can reach customers at every stage, creating memorable experiences that stand out during the holiday rush and continue to add value long after the season ends. Full-funnel marketing isn’t just about meeting a holiday sales goal—it’s about building a resilient, loyal customer base that will drive success in every season to come.
About the Author
Courtney Herb
With extensive experience in brand marketing and content strategy, Courtney Herb has a proven track record of driving strategic growth and creating meaningful audience connections. She excels at leading cross-functional teams, crafting comprehensive brand strategies, and executing high-impact marketing campaigns that generate millions of website sessions and social media impressions. Courtney’s expertise in content creation, integrated digital marketing, and identity development has been instrumental in building brand awareness and fostering customer engagement.
As Senior Director of Brand Marketing and Public Relations at AdRoll, Courtney oversees top-of-funnel marketing initiatives, brand development, and corporate strategy execution to elevate the company’s market presence and storytelling.
Photo by UX Indonesia on Unsplash
