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Headline Heroes

By Tom Carpenter | Published February 3, 2012

Super HeadlinesIt’s an age-old question, and it’s one that we as marketers still ponder to this day:

What’s better … a straightforward, hit-em-over-the-head headline … or something alluring, catchy and clever? In limited online space, it can be hard to do both functions justice in one phrase. What’s the solution?

Fortunately, online media provides the opportunity to test and see what’s pulling the most clicks, attracting the people you want, and providing solid leads or profitable conversions for your business. It’s good to try both approaches.

But where would you put your money: Smacking them with the facts and no frills … or catching their curiosity and teasing their perceptions? Here’s my take, with a caveat.

The Take

Hitting them over the head works better in online media, and in most situations. You have only a miniscule moment to capture attention, and such a limited budget to do the marketing job, that there’s no time or money to waste. The straightforward message tells it like it is, vettes out the casual browsers, and narrows your audience down to the people that really care about what you’re offering.

Here’s an example. Which one of these headlines worked better for a product marketer:

A. Fix dark circles, bags and wrinkles around your eyes

B. Youthful beauty is in the eyes of … you!

Headline A hammered B, by about a 2 to 1 margin in profitability. They both pulled clicks, but A converted at double the rate, because it attracted people who wanted to fix dark circles, bags and wrinkles around their eyes. B attracted curiosity but didn’t generate the sales; it was less direct, and pulled a different kind of person in.

The Caveat

There’s always a caveat. You know it already: For some products, and in some situations, the teaser/catchy/clever headline can do the job better. Examples? Situations? That’s going to be the topic of my next blog post.

The Close

Headlines matter. They can be your hero, or your heel. Fortunately, testing can tell you which creative approach is going to assume which role. Effective platforms such as Adfusion’s direct response and new Panoramic formats, along with intense optimization processes, help you figure out what’s best.

So brainstorm and write away, approach your message from different angles … and don’t forget that sometimes the biggest heroes are the hardworking, no-frills ones that just get the job done.

Posted in Brand Advertising, Content Marketing, Direct Response, Marketing | Tagged , , | Comments Off

Cooling down tablet advertising? The Kindle Fire

By Ryan Patin | Published January 19, 2012

Kindle FireIf you don’t know what the Kindle Fire is, you will. Or you should. I’m not sure which. Amazon’s Kindle Fire was a hit this year at Christmas, and is the first real threat to Apple’s stranglehold on the tablet market. And for $199, how could the Kindle Fire not be a hit or a threat to Apple? The big question, however, is how is this going to impact tablet advertising, and will the Fire temporarily put out the tablet advertising flame?

Prior to the Kindle Fire, Apple’s iOS system was dominating the tablet market. Depending on whose stats you were looking at, Apple constitutes 65 to 75 percent of the market. The good news for advertisers and app developers is the lack of fragmentation in the market made deciding where to place your tablet-designated spend easy – one screen size to worry about, one operating system to worry about, one app to worry about.

Then Christmas came. Although Amazon’s only claim regarding Kindle Fire sales is they’ve sold more than 1 million units over the holidays, according to Barclay’s analyst Anthony DiClemente, the Kindle Fire’s holiday sales were well above that, claiming to be roughly 5.5 million units. Apple on the other hand is still selling a large number of iPads, and we should know more when Apple reveals its holiday quarter earnings – scheduled for Tuesday, Jan. 24. Estimates put Apple’s iPad holiday sales at anywhere from a little less than 12 million to 19 million, depending on whose reports you’re looking at. Most think roughly 13 million to 14 million.

With that type of disruption in the marketplace, advertisers may start asking questions related to how many different tablet advertising options they are going to support. Since the Kindle Fire runs a heavily modified version of Android, do we need an app for both Apple and Android? With Kindle Fire’s 7-inch screen size versus the iPad’s 9.7-inch screen, how many different ad sizes are we going to need to develop? If iPad users are willing to pay $500 for a tablet, and Kindle Fire users only pay $200, are iPad users a more valuable audience, and how do we determine what we should pay? A recent post on Search Engine Roundtable found that Google AdSense ads weren’t populating on Kindle Fires, so are our current advertising initiatives reaching all the available platforms?

Throw into the equation the speculation that Google will be releasing their own tablet device in March or April, and the waters are muddied even further.

It’s also interesting to note that the entirely opposite effect could result.. If the Kindle Fire’s sales are as high as the estimated 5.5 million units, that would give the Kindle Fire roughly 50 percent of the non-iPad tablet market share. If this trend continues, and tablet owners fall into only two buckets, those that can pay $500 for an iPad, or those that can pay $200 for a Kindle Fire, suddenly advertisers are only concerned with two individual devices.

As time goes on, we will see how the tablet market will shake out, but at this point, if you’re an advertiser looking to get your message out on a tablet and your primary concern is reach, your focus should be on iPads, meanwhile keeping a close eye on the Kindle Fire.

 

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Direct Response Lessons from Fundraising

By Adam McBroom | Published January 3, 2012

We’ve all seen the ads: site founder Jimmy Wales asking for donations to keep Wikipedia.com up and running. However, recently released information regarding the fundraising campaign sheds some interesting light on the business of ad campaigns.

In just 50 days Wikipedia’s parent company Wikimedia raised $16 million in donations from more than 500,000 people. Compared with $8.6 million in 2009, the 2010 campaign showed an amazing improvement in performance and scale. Wikimedia was kind enough to make a good deal of their campaign strategy and testing results public. Online advertisers should pay attention. The nitty-gritty details of the testing methodology are presented here.

Banner Testing Highlights

  • Graphic banners outperformed text-only banners by 50 percent.
  • The “personal appeal” from Jimmy performed the best overall in both 2009 and 2010.
  • While having a specific call to action on the ad increased the overall effectiveness, putting a “Donate Now” button on the banner actually decreased click-through rates. Rather a “Read Now” button performed much better.
  • Switching from the “Jimmy” ads to banners featuring Wikipedia editors reinvigorated the declining CTR over time; however the donation amounts also declined accordingly.
  • In the final days of the campaign, the highest CTR banner was discovered, which introduced the concept of “limited time/urgency.” The banner featured the text: “Only 4 days left in 2010 to make a tax-deductible contribution to keep Wikipedia free. Please help Wikipedia pay its bills in 2011.”
  • Progress meters featured on the banners became more effective as the amounts raised grew closer to the “goal” amount.

Landing Page Highlights

  • Minimizing checkboxes and links is effective.
  • Moving the “appeal” text higher in the form increased the overall donation rates and amounts.
  • Including a “goal progress meter” after reaching the halfway mark increased rates and amounts.
  • Having seven radio-button options for donation amounts proved better than having just four.
  • Having a “where your donation goes” text box also increased donation rates and amounts.

Most of these results seem “typical” for online banner campaigns, but the provided testing methodology and effectiveness of the campaigns is definitely worthy of study.

The landing page information did have one interesting highlight. In my experience having MORE options tends to lower the performance of a landing page, but in this case it actually increased it. This may have more to do with the specific amounts offered on each radio button being a better fit for potential donors, but intriguing nonetheless. It will be very interesting to see what Wikimedia does in 2012.

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Some Views on Point of View

By Tom Carpenter | Published December 5, 2011

I think you should read this blog.

You should read this blog.

This blog is available to read.

One message, three ways to say it. When it comes to creating content marketing communications, your message’s point of view (POV) is critical. Marketers often don’t think about POV consciously, but you sure know it when the POV isn’t working.

Maybe this discussion can put some “why” behind that feeling you get when something’s right on target … or maybe a little off.

I think you should read this blog.

That’s first-person POV. You need to think about when – and if – this POV works. Who is the writer? Is that person an expert or reliable resource trusted for his or her knowledge and opinion? First-person POV works best for storytelling, when the writer is identified. Otherwise, who is the “I?” If you have a good “I” to do the telling, first person can be effective. It can also be the POV to use when you have a known, credible spokesperson.

You should read this blog.

That’s second-person POV. Here, the author might be identified … or not. As with Adfusion’s direct response and Panoramic products, the expertise with second-person POV is implied due to the presentation’s authoritative tone and approach. In second person, the “you” is important because it involves the reader, invites participation, makes them a part of the story, and orders action. This is the most direct of the three POVs. Note that you can make second-person POV even more direct by cutting our example down to three words: Read this blog.

This blog is available to read.

That’s third-person POV. This is the newsy angle. Here, the writer acts as reporter, without opinions (because they can’t say “I”). Third-person POV cannot directly instruct the reader to think or do anything, because the word “you” isn’t used. Third person lets the reader make his or her own judgments. Used right, this POV can be powerful in content marketing. But is third person best? If you’re striving for a very newsy angle, the answer can be yes. In other cases, the answer is no. After all, the ultimate intent of content marketing is to incite some action, and when you can’t make a direct instruction or request, you lose a level of control.

So which POV is best?

As you can see, no one POV works in all situations. And to be honest, it’s marketing: Sometimes people mix their POVs. I do. But can you tell which one this writer relies upon most because it’s right for the most situations?

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Does Your Online Marketing Team Need a Good Bartender?

By Jessica Gaumer | Published November 22, 2011

Many of us often say, “Back in college I_________”.

Well, back in college I was a bartender at a local bar and grill. For three years, I spent three to four nights a week making drinks, backing up the servers, and most importantly providing quality service to my customers. In looking back at the crazy world of bartending, I often find myself lightheartedly comparing my current career as an account manger to my bartending days.

The Bar is Open

It’s the calm before the storm. I would stock my bar with the essentials for the night, such as fresh-cut limes, glasses, drinks mixes and bottled beers. In addition to stocking the bar, I would assist the servers with their set up and make their needed drinks. As a result of working closely with the servers, I began to notice that they trusted that I would make their tables’ drinks on time.

In account management, it’s imperative that your “bar is fully stocked.” Whether this is prioritizing your pending projects and meetings, providing fluid communications or pulling reports, it’s crucial to be prepared to manage obstacles with a positive attitude and well-learned proficiencies.

Similar to the bartender and service staff, it’s essential for the sales and account management teams to have a trusting relationship. The sales team is often in the field selling, and they need to rely on account management to “make their drinks.” This could entail preparing proposals, implementing campaigns or answering client inquires … all with the goal of making sure the client gets seamless service and the right mix behind the scenes to deliver a successful campaign.

Dinner Rush

When it rains, it pours. At dinnertime, my servers would all be placing orders at the same time, there was a full bar of customers and usually a lady at the end who needed her tab ASAP or she would be late for the movie.

In dealing with the “dinner rush” in account management, it’s most important to be able to prioritize efficiently, and provide communication quickly. The account manager often finds their inbox overflowing with both internal and external emails, while juggling multiple projects and campaigns.It’s like making seven drinks at once!

All of this correspondence is important, and it all deserves attention. The client should never know about the chaos, but always be made to feel like they are the only customer at the bar.

It’s up to the account manager to manage the pending items and allow the sales team to deliver on all of the orders taken from their clients.

Closing Time

The door is locked and the restaurant is empty; it’s just me and the servers. After the nonstop crazy night, we tally up the sales and count our tips. The night was a success. We delivered a great night out to our patrons. Our investment was well worth the time, because they are likely to come back for more.

Similarly, when the “door is locked” on a campaign, it’s rewarding to an account manager who was able to partner with the sales team to develop and deliver an effective campaign for their client.

Like a bartender, a good account manager works both in front of the scenes, as well as behind them, to make a campaign work and assure that the client gets the service and results he or she needs.

Is your order arriving on time and is it what you wanted?

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NFC and QR Codes Square Off (Again….)

By Ryan Patin | Published November 2, 2011

The recent launching of Google Wallet on the Sprint network as well as the announcement of the Isis mobile payments venture and their use of a near-field communication chip has many questioning whether or not QR codes will survive in an NFC world.  The main focus of this article is to share why I don’t believe NFC necessarily means the demise of the QR code in the marketing world.  Why?  There are a few factors involved, but I believe the two biggest limitations of NFC from a marketing standpoint include cost and proximity.

What is NFC?  The National Football Conference aside, NFC stands for near-field communications and the technology utilizing a chip that initiates a data transfer via radio when the chip gets within range of another sensor, typically a range of 4 centimeters or less.  NFC-enabled devices can read any MIME data, they need no batteries, they’re rewritable, and allow peer-to-peer sharing.  QR codes on the other hand are 2-D barcodes that, when scanned by a mobile device, can be developed to send a text message or an email, place a phone call, or drive people to a website.

At first glance, it would appear that the ability to simply tap your mobile device against something using NFC would have the obvious advantage versus opening a QR code application, scanning a code (assuming you have enough light), and then opening that scanned code with the correct application.  But if we dig a little deeper, there are definitely some limitations of NFC from a marketing standpoint that will allow QR codes to continue to thrive.

From a cost perspective, NFC requires a chip, QR codes do not.  Let’s assume your client insists on using a QR code or NFC technology in their next full-page ad in Vogue magazine to drive potential consumers using mobile devices to a page where they can purchase the new winter fashions.  NFC stickers aren’t extremely expensive at 82 cents per sticker buying in increments of 1,000, but your Vogue circulation is approximately 1.2 million, translating into a cost for your client at just under a million dollars to place an NFC sticker on all of their ads.  Of course, that doesn’t take into consideration the additional production cost that Vogue is going to charge to place the stickers on all of the pages.  Since a QR code is free to produce and print, there’s no overhead, and therefore the NFC tags would almost need to be infinitely more engaging to be worthwhile.

From a proximity standpoint, as stated earlier, an NFC chip would typically need to be within a range of 4 centimeters or less.  In my previous blog post I had mentioned a couple of different uses of QR codes, including on the backs of semis, and on a billboard to alert nearby restaurant goers of a competing restaurant’s happy hour deal.  Now if those examples were to use NFC instead of QR codes, I guess I’d have to get out of my car in the middle of traffic and try to get within 4 centimeters of the semi and we’d see people scaling billboards to get within range.

The third and final barrier to entry in the United States at this point is the limited number of devices utilizing NFC technology.  Apple’s iOS is a close second in terms of mobile operating systems in the U.S., behind Android, and although many thought the new iOS 5 operating system would feature NFC, as of now, none of its mobile devices actually utilize this technology. This means you’re automatically excluding approximately 27.3 percent of U.S. smartphone users (according to comScore’s recent survey of 30,000 smartphone users) when utilizing NFC.

QR codes require no chip, and therefore aren’t limited by distance to initiate a data transfer nor by the cost associated with purchasing the chip. At this point almost all smartphones have the capability to read the four main types of 2-D barcodes, so there’s little opportunity to leave potential consumers behind.

At the end of the day, when deciding between NFC and QR codes for either your company or your client, it’s important to understand your client’s campaign’s goals and KPIs and how NFC or QR codes would fit into a strategy that makes the most sense.

 

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Do You Really Own The Rights To Your Photos?

By James Maxon | Published October 26, 2011

It would be an understatement to say that we live in a digital age. With computers, smartphones and tablets, the average consumer has access to multiple forms of media at all times. While watching a video, posting to our favorite social media site, or browsing current headlines, we are constantly connected to a vast network of information.

Smart businesses take advantage of such technologies by getting information about their products in front of this ever-growing consumer base. Whether through banner, expandable, floating or panoramic ads, or one of the many other forms of online advertising, there’s a good chance some form of visual imagery will be used in a campaign.

During the 10 years that I have spent as a designer, it has become apparent that a large number of users simply do not understand the legal ownership of their photos. It is natural to think that having an image in your possession means you own it, but that’s often not the case. With advancements in image identification technologies, many photo rights owners are scanning the Web in search of offenders. Once found, steep fees are assessed for every violation. This can be extremely costly to advertisers who post their ads on multiple networks. Think a $1,000 fee is bad? Try multiplying that by several hundred.

All this can occur without the offender knowing they were in violation to begin with. So how do you prevent this from happening? Here are a few basic tips for understanding who owns the rights to your photos:

The photo was sitting in our internal archives

Archives are typically a collection of photos that a company has acquired throughout the years. Unless each image is clearly labeled with the original rights, you risk violating the agreement of the true copyright owner. Be sure to do a full background check on every image before using it. Chances are the correct licensing wasn’t acquired to begin with, or a more limited license was purchased that does not apply to your situation.

I found the photo on Google Images

Google’s robots crawl websites for relevant imagery and then index them. If you want to use one, you will need to contact the website owner to hopefully track down the true copyright holder (which, very likely, isn’t the website owner). From there, you will need to acquire permission from that source before you can use the image. As this can become cumbersome, I would recommend purchasing one from a stock vendor instead.

We hired a photo studio/photographer to take it for us

If you hired a photographer to take pictures of your product, it is only natural to think that you own the rights to the final image(s). On the contrary, by default, the photo studio or photographer owns the rights. Only when they release them (the rights) to you are you able to use the image. This can get tricky though, as many places sell different versions of their licensing. For instance, you may have purchased an Editorial Use Only license, which means you cannot use the photo for advertisements. Alternatively, you may have only purchased a print license, which means you cannot use the image online. Be sure to check the type of license you purchased before using the image. If, in doing so, you learn that you do not have the correct license, or if you want to make sure you do, simply contact the rights owner and upgrade your purchase if necessary.

We purchased the photo from a stock photography site

There are many stock photography companies out there, and each one offers an array of different licenses. From Royalty-Free (RF), Rights Managed (RM), Editorial Use Only, Standard License, Extended License, to many others, there are restrictions and limitations that determine how you may use the image. Remember, just because you bought it doesn’t mean you own it. It is the stock company and/or its licensor that retains all rights. You are simply purchasing the option to use the image under the terms defined by the stock provider. Be sure to check which license you acquired and verify that you are using it correctly.

We took the image in-house using our own equipment

If an employee of your company took the photo, then the company owns the copyright. This is the most ideal situation because there are no licensing restrictions to worry about. However, unless you have an in-house studio with high-end lighting and a $5,000 camera, there’s a good chance your images will not be as professional looking as you’d like.

Our graphics department created the image

The first question I ask a client is, “How did they create it?” Unless your graphics department illustrated everything by hand, or used a camera to take the photo(s), it is likely that they used parts of images taken from other sources. The most common are stock images Photoshopped to include your product. This usually blends several licenses together, which means you need to be sure the correct licensing was purchased for each image used. Keep in mind that some stock companies have restrictions as to how much you can manipulate their images.

Photo licensing can be complicated. Yet it is only fair to give proper credit to the true copyright owner, and pay them accordingly. Of course, determining who the proper copyright owner is can be difficult, which is why the safest rule to go by is: when in doubt, don’t use it.

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What QR codes are for and why you should care

By Ryan Patin | Published October 6, 2011

By now you’ve probably seen 2D barcodes out in the wild; you may even know that you use your mobile device to utilize it. But what are they, how do they work, what can they do, and most importantly, how can your business implement them to attract potential consumers?

2D barcodes allow consumers to scan a code and receive instant gratification in the form of additional information on their mobile device, and they give brands the ability to engage a consumer with their brand in a multitude of ways. A 2D barcode can be developed to drive people to a website, send a text message or an email, initiate a phone call, or pinpoint a place on a map.

There are multiple types of barcodes including QR codes, Datamatrix, EZcodes, and High Capacity Color Barcodes. QR – which stands for Quick Response – tends to be the most prevalent code used in the marketing world, and its usage has grown dramatically in the last year. U.S. scans grew by 630 percent in 2011, according to 3GVision (a 2D barcode provider). The U.S. is now the top country in terms of mobile barcode usage.

Barcodes are like candy for marketers. They’re easy to create, easy to implement, highly trackable and highly visible. They can be pretty much any color, they can fit into logos, and they can be used on a multitude of surfaces.

Diesel Jeans recently used QR codes at the point of purchase to drive in-store shoppers to a page where they could “Like” the product on Facebook, and then it would automatically paste a description of the jeans to their Facebook wall. In the Twin Cities, a restaurant recently ran a campaign in which they promoted their happy hour specials using a QR code on outdoor billboards that were visible from nearby competing rooftop bars. Last week I saw large QR codes on the back of a semi truck as well as on a bus. Had I been in stop-and-go traffic, I may have taken the time to scan the codes.

There are a few pitfalls agencies and marketers alike can make in utilizing barcodes, mainly stemming from not having a solid strategy to move forward with the codes. These pitfalls may include: Not conceptualizing the practical use of the barcode, not including people who don’t yet have a mobile device that can take advantage of the barcode, or not knowing their audience enough to know which barcode they should use. Those pitfalls aside, the primary concern an advertiser should have when utilizing barcodes is what the experience of the consumer will be after scanning the code.

Like any other marketing situation, QR codes can cause consumers to have a negative experience. Take packaged goods manufacturer Sun-Maid for example. They recently launched an on-pack QR code promotion with DreamWorks. Rick Bruno, the VP of brand management at Sun-Maid, said they believe QR codes give the consumer a deeper opportunity to engage with the brand, noting that it enhances the time they’re able to spend with their consumers. He went on to admit that they haven’t developed a mobile-optimized website, but they’re working on it.

Screeeeech! That’s the sound of the music stopping, the conversation halting, and everyone in the room staring in Mr. Bruno’s direction. How can a company not have a solid mobile foundation to engage a user after they’ve committed to connecting with the brand? From a consumer’s standpoint, how incredibly disappointing and frustrating would it be to take the time to pull out your smartphone, pull up a specific app, take a picture, and then receive nothing in return from the advertiser in terms of an expected experience for your investment? The disappointment far outweighs whatever satisfaction a positive user experience would provide.

Before jumping into the 2D barcode marketing arena, take the time to think about your goals, your strategy, and most importantly, ask yourself if your company has a mobile website that does your brand justice. The 2D barcode needs to usher the user from the physical world into the virtual world, and a solid mobile foundation will allow the user to explore your brand and enjoy the journey every step of the way.

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Take a Chance

By Tom Carpenter | Published September 30, 2011

Where would we be if Grog the cavemen hadn’t thrown some meat onto a fire and discovered that he liked his mastodon hunk sizzled to medium well done? What if Damian the Mesopotamian hadn’t itched to tell his story so badly that he never bothered to scratch out a few hieroglyphics on a sheet of papyrus pulp?

Sure, the human race would have figured out how to cook food. And how to communicate beyond the spoken word. But the point is, somebody took a chance and got something started. They didn’t just sit back and do the same old thing.

That’s where today’s online marketing tools come in. If you want to get something started—build awareness for your brand, generate leads for your service, create sales for your product, gather donations for your cause—you have to take a chance, get out there and get the message in people’s hands.

Part of taking that chance is creating messaging that will get the job done. It’s easy to fall back and do the same old thing every time with yawner headlines, mundane graphics and cautious copy.

But is that ever going to get you anywhere? To really make your online creative work, it’s time to take a chance. Words are a great place to start. Here’s an approach that might change your messaging results.

Instead of starting in a safe place in the creative process, take a chance and start at a place you’ll never end up.

Take headlines as an example. Generate a headline that would never “pass muster” through Legal or anybody else for that matter … but that gets at the core of what you want to say and focuses on whom you want to reach.

Laugh at it, have some fun. But maybe you’re not as far off as you think. Back down just a little at a time. Change the inappropriate, of course. Hone the wording. Sharpen the wit. But keep the edge, sass, fun, shock, irony … whatever is going to be different about this messaging.

In today’s cluttered online environment, taking a chance is the only way to get your message noticed and acted upon.

Grog and Damian would be proud.

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Is Your Marketing Funnel Empty?

By Scott Severson | Published September 15, 2011

The marketing funnel today looks a lot different than it did even ten years ago. Since 1898 when St. Elmo Lewis first described his concept of a marketing funnel, it looked like… well, a funnel. Marketers would put a quantity of eyeballs in one end and get some subset of that number out the other side as buyers. It was a linear and predictable progression. Today the funnel is much more complex and many marketing practitioners tend to focus on just one section of the funnel, the bottom. I believe that this narrow view of the funnel is a mistake. Focusing only on the bottom will ultimately leave your funnel empty.

I get it. Why wouldn’t you focus all your attention on the bottom of the funnel where your investments are rewarded with the immediate gratification of an action and a measurable ROI. The problem with this practice for most brands is it doesn’t address how consumers make it into your funnel in the first place.

From linear to dynamic

Technology and consumer choice have changed the traditional funnel. Today the funnel has multiple entry points and a lot more complexity and influencers that it ever has. I tend to think of “the funnel” as more of a marketing ecosystem that’s highly interconnected. Like our own ecosystem, nothing happens in a vacuum and every action has repercussions that affect the whole. That’s why I think it’s impossible to look at and manage one small section in isolation.

Principles still apply

For all the complexity of the funnel today, consumers still need to discover your brand, engage with your brand and ultimately buy your brand. I believe the discovery and engagement process are the most interesting, and ultimately the most important aspects of any marketing effort. Creating that initial spark of awareness and desire is where the art of marketing resides. These top-of-the-funnel strategies are key to strong and measurable bottom-of-the-funnel sales.

While it’s tempting to focus only on bottom-of-the-funnel strategies, smart marketers know that you need to pay attention to the entire funnel or ecosystem.

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