What role does paid media play for home, garden and lifestyle brands

Last updated: May 31, 2024

Konrad Frankowski

Konrad 'Kon' Frankowski is the Head of Paid Media at The Evergreen Agency specialising in strategic growth, performance marketing and commercial leadership.

Read Konrad's bio here

As businesses strive for growth, one critical area that demands attention is the role of paid media within the overall marketing mix.

Paid media, such as Google Ads, Facebook Ads, and other online advertising platforms, offers a scalable and immediate way to drive traffic and visibility. However, it’s crucial to strike the right balance and ensure that your brand doesn’t become overly reliant on this single channel.

In this post, we’ll explore the significance of paid media, its relationship with other marketing channels, and how to achieve a harmonious marketing strategy for sustainable growth.

The backBONE of digital marketing

At Evergreen, we follow a simple framework called the “Backbone of Digital Marketing” to assess a brand’s reliance on various traffic sources.

This framework divides traffic into four pillars: Traffic You Buy (paid media), Traffic You Own (organic search, direct traffic), Traffic You Nurture (email marketing, social media), and Traffic You Earn (PR, word-of-mouth).

Understanding the reliance on each pillar is crucial for developing a well-rounded marketing strategy.

The role of paid media in brand growth

For startups and brands under £10 million in annual revenue, paid media often plays a significant role, sometimes accounting for over 50% of their traffic and sales.

While paid media is highly scalable, over-reliance on it can lead to diminishing returns and potential risks if a platform were to disappear or become inaccessible.

The ideal target is to maintain a 20-30% reliance on paid media, with the remaining traffic sources evenly distributed across the other three pillars.

Balancing paid media with other channels

As a brand matures and grows, the goal should be to gradually dilute the reliance on paid media by strengthening other channels like organic search, email marketing, and social media.

A balanced marketing mix not only mitigates risks but also fosters a more sustainable and well-rounded growth strategy. Regularly review your channel mix, looking at historical trends and future growth projections, to ensure a harmonious distribution across all pillars.

While paid media can be an effective and scalable growth driver, especially in the early stages of a brand’s journey, it’s essential to maintain a balanced approach. Relying too heavily on a single channel can lead to diminishing returns, increased competition, and potential risks.

By understanding the role of paid media within the broader marketing mix, brands can make informed decisions, diversify their efforts, and pave the way for sustainable growth.

Remember, the key is to strike a balance, nurture all traffic sources, and continuously adapt your strategy to align with your brand’s evolving needs and goals.


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