How To Build & Execute A Full Funnel Paid Media Campaign For Your Ecommerce Brand

7-Figures & Beyond - An Ecommerce Marketing Podcast For 6 & 7-Figure Brands

In Episode 17 of the "7 Figures and Beyond" podcast, host Greg Shuey welcomes listeners with a cheerful acknowledgment of the arrival of spring. He then introduces the episode's guest, Harry Tripp, from Sperry, a company renowned for its boat shoes. Shuey expresses enthusiasm for the upcoming discussion centered on developing and optimizing a full funnel paid media strategy, a topic not frequently covered on the podcast. He emphasizes the importance of understanding full funnel approaches in paid media and utilizing various strategies to enhance efficiency and effectiveness across the marketing funnel.

Harry Tripp details his professional background, starting with his agency experience in Boston, and his current role at Sperry overseeing paid media strategies aimed at driving website conversions. He explains the concept of a full funnel strategy, distinguishing between brand and performance media goals, tactics, and measurements. Tripp elaborates on the nuances of each stage of the funnel, using examples from Sperry’s campaigns to illustrate how targeted creative strategies and media placements can attract and convert different consumer segments effectively.

The podcast dives deeper into the mechanics of setting up a comprehensive paid media strategy for high-revenue e-commerce brands. Tripp discusses the importance of defining a brand strategy that permeates all business aspects and how Sperry targets its specific demographic, dubbed "the anchored optimist." He also touches on the complexities of media buying, including the allocation of budgets across various channels and the strategic timing of spending to maximize return on investment during peak transactional periods. This detailed discussion sheds light on the intricacies of digital marketing and the critical role of data-driven decision-making in optimizing advertising spend and achieving business goals.

Episode Links

• Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
• Harry Tripp LinkedIn: https://www.linkedin.com/in/harry-tripp/
• Sperry: https://www.sperry.com/

https://www.stryde.com/how-to-build-execute-a-full-funnel-paid-media-campaign-for-your-ecommerce-brand/

Capitole

1. Developing Full Funnel Paid Media Strategy (00:00:00)

2. Digital Advertising Strategy and Budget Allocation (00:13:59)

3. Optimizing E-Commerce Metrics for Profitability (00:25:53)