Marketers often mistake high click-through rates and low cost-per-click as indicators of campaign success, but the reality lies in actual returns on ad spend and whether those clicks convert into sales. Misalignment between marketing efforts and sales outcomes leads to wasted budgets and poor marketing ROI, often stemming from a focus on attention over intention. Additionally, reliance on outdated attribution models clouds the understanding of customer behaviors and inefficiencies, ultimately neglecting the need for a more integrated, full-funnel marketing approach.
When marketers prioritize top-of-funnel events as conversions, it distorts the true cost of leads and impacts overall marketing ROI.
A successful campaign might boast high click-through rates, but the true challenge lies in whether those clicks generate paying customers.
#marketing-strategy #return-on-investment #attribution-models #sales-and-marketing-alignment #campaign-performance
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