Why Full-Funnel Strategy Is Crucial for Better Results
At Havas Edge, we specialize in performance-driven media buying. Every media dollar we manage is focused on driving desired client outcomes. Not just impressions, but real business impact.
With over 30 years of experience in response driven media, we’ve seen that scalable success doesn’t come from optimizing a single touchpoint. It comes from building strategies that accelerate performance across the entire customer journey.
Media has different jobs to do in driving awareness, consideration, and conversion. When each stage is working in sync, the impact is compounded to fuel long-term, sustainable growth.
Demand Can’t Be Captured Without Being Created
Many high-performing campaigns begin by meeting consumers when they are researching or ready to purchase. However, when a strategy is focused too much on the consideration stage, growth eventually plateaus.
To scale, brands need to grow the size of the pool rather than just competing for those already in it. That means showing up earlier in the journey, before the search begins, to reach new audiences and build brand familiarity.
Performance media can help create demand, which leads to more qualified interest, high conversion potential, and better return on every dollar spent throughout the funnel.
Every Stage of the Funnel Drives Performance
We view the funnel as a connected system where each stage plays a specific role in guiding consumers toward action:
- Upper funnel media creates visibility by introducing your brand and building interest before a consumer starts searching.
- Middle funnel media builds momentum by reinforcing your brand’s message and providing details to stay in the consumer’s consideration.
- Lower funnel media drives action by showing up when a consumer is ready to decide with a clear message and strong call to action.
Together, these layers work to increase conversion probability at every point in the journey.
Upper-Funnel Media That Performs
Upper-funnel investment is often seen as purely brand-building, focused on reach but disconnected from response. That’s where our unique perspective on media investment makes the difference.
Anchored in a data-driven, results-oriented media strategy, we believe upper-funnel investments can drive awareness and action. By using channels with mass reach and formats that educate, build trust, and inspire response, we can turn top-of-funnel media into opportunities for measurable business impact.
When done right, brand-building and performance aren’t separate goals. They are part of the same strategy to build the business and the brand.
Performance Lives at Every Stage and Every Touchpoint Is Accountable
We don’t separate brand from performance or awareness from outcomes. Our full-funnel strategies ensure every element – from first impression to final conversion – is aligned with measurable results.
Here’s what that looks like in action:
- Custom tailored funnel allocation based on category, audience, and growth stage.
- Conversion-focused strategy that aligns message, format, and placement
- End-to-end measurement to understand how each stage contributes to performance
We don’t view the funnel as a series of isolated steps. We track how each stage fuels response and how a fully connected funnel drives performance more efficiently.
Looking to unlock more performance from your media investment? Let’s talk.
