The biggest challenge when scaling up any business is maintenance of its productivity and efficiency. This is the task that many marketers dread, but with full understanding of the potential that digital channels provide, this does need to be so. Traditionally, scaling can be done vertically or horizontally. The former used to be easier to implement, but with changes in digital platforms marketers have shifted towards scaling that are focused on horizontal expansion. It is important to measure the effect of scaling, because that is the only way in which you can assess the effectiveness of your strategy.
- Vertical scaling increases daily spending on each ad, while horizontal scaling creates more adverts.
- Target upper funnel audiences until you get more data, then target lookalike audiences.
- Lookalike audiences are created when Google targets people with similar characteristics to your customers.
“In the upper funnel, videos explaining the proposition of the brand and the USP of the product are effective, making sure that you are educating your audience about your brand and offering so that even if they don’t purchase, they will know more about you, and you will have infiltrated their subliminal radar.”