Full Funnel Marketing Strategy Innovation: Sabeena Mannan recently joined TCA as its new Senior Director of Strategy. TCA is an Omnicom Group Media Agency, a performance marketing agency providing integrated omnichannel media solutions that drive measurable business growth. The agency has worked for clients in gaming, automotive, beauty, insurance, and D2C/e-commerce categories. We interviewed Sabeena to understand the latest trends in full-funnel marketing strategies and how to unlock growth through audience, retail, and digital synergies.
Full Funnel Marketing Strategy: The Infinite Loop
“I am a big believer in ensuring we are in an infinite loop when it comes to finding, reaching, and retaining audiences and consumers. In the digital age, we can understand how each medium overlaps and performs across more than one part of the funnel; it’s essential to see each stage of the funnel as an opportunity and necessity. It’s all about seamless, data-driven storytelling at every touchpoint,” Mannan notes.
“In the digital age, we can understand how each medium overlaps and performs across more than one part of the funnel; it’s essential to see each stage of the funnel as an opportunity and necessity.”
Below, Mannan discusses her approach to four key elements of the marketing funnel:
- Awareness: Hook them with viral videos, influencer buzz, and competent SEO—get noticed!
- Consideration: Keep interest high with retargeting, email drips, and interactive content—personalization is key.
- Conversion: Seal the deal with shoppable media, social commerce, and irresistible offers—make buying effortless.
- Loyalty: Turn buyers into fans with VIP perks, referrals, and user-generated content—happy customers sell for you!
Innovations that Can Make A Full Funnel Marketing Strategy More Successful
Multichannel marketing is getting a serious glow-up, according to Mannan. “AI-driven media buying, CTV and programmatic DOOH, and retail media networks make targeting smarter than ever. Shoppable media, addressable TV, and metaverse ads bring the fun, while privacy-first tracking keeps things legit. And let’s not forget voice AI and blockchain—they’re changing the game for brand engagement. It’s all about seamless, data-driven, and ultra-personalized campaigns that connect!”
“For housewares, think SEO-rich content, fun bundles, influencer magic, and social commerce to stay ahead.”
When asked how the D2C space (direct-to-consumer websites) evolved over the last 12 to 24 months, Manning says that the D2C game has leveled up: “With rising ad costs and tougher competition, brands are doubling down on customer retention, first-party data, and killer experiences. For housewares, think SEO-rich content, fun bundles, influencer magic, and social commerce to stay ahead. Oh, and don’t forget awesome post-purchase perks—happy customers stick around (and tell their friends!).”
Walled Gardens: Brands are Diversifying
Insiders in the brand marketing space note that some brands, such as Google, Amazon, and Meta, are worried about the clout of Walled Gardens and brand safety issues. Asked whether she sees a future where brands rely less on Walled Gardens/Big Tech, Manning asserts that “brands have a love-hate relationship with Walled Gardens; they have a vast reach, but also rising costs and brand safety worries. While Big Tech isn’t going anywhere, brands are diversifying with retail media networks, first-party data strategies, and direct partnerships. Expect less total dependence but still plenty of action in these ecosystems—because, let’s face it, they still drive results!|”
“Brands have a love-hate relationship with Walled Gardens; they have a vast reach, but also rising costs and brand safety worries. While Big Tech isn’t going anywhere, brands are diversifying with retail media networks, first-party data strategies, and direct partnerships.”
