Il paradosso dell’ADV ecommerce: awarenes o campagne di vendita?

Is investing in ecommerce advertising awareness really worthwhile, or is it just a cost that's hard to justify? Many ecommerce brands try to improve performance by cutting everything that doesn't deliver immediate results: awareness campaigns, consideration activities, branded content, visual formats, and top-of-the-funnel investments. But the data reveals an interesting paradox. According to Fospha's The State of Retail Commerce 2026 report, based on an analysis of 172 retail and ecommerce brands in the US, UK, and EMEA, the best-performing brands aren't those that invest solely in ready-to-purchase demand. They're those that get to work first, building demand, trust, and brand recognition. In today's video, we analyze why ecommerce brands with the best ROAS invest more in awareness and consideration than others. The point is simple: active demand is important, but it's also limited, crowded, and increasingly expensive. If everyone competes for the same users, at the same time, and with the same performance marketing strategies, acquisition costs increase and margins shrink. In this analysis, we discuss: • Why investing in awareness doesn't mean wasting budget • What's changing in ecommerce advertising in 2026 • Why the bottom of the funnel alone is no longer enough • What awareness, consideration, and latent demand are • Why brand awareness and performance marketing must work together • How channels like TikTok, Pinterest, YouTube, and Google Demand Gen can contribute to growth • Why measuring the entire funnel is essential to understanding the true return on advertising investments • What every ecommerce company can learn from the best-performing brands The real question isn't whether you can afford to invest in awareness. The question is: can you afford not to? Central Marketing Intelligence is a market intelligence and research agency that helps companies make strategic decisions using data analysis. If you want to understand how to use data, marketing intelligence, and full-funnel analytics to improve your e-commerce performance, subscribe to the channel and keep following us! Watch the video and let us know in the comments: how much budget are you currently allocating to the top of the funnel? #awareness #ecommerce #adv 00:00 Investing in awareness is not useless 01:05 Data from the State of Retail Commerce 2026 report 02:03 Why ecommerce marketing is more uncertain today 02:26 The myth of the bottom of the funnel 03:07 What ecommerce brands with the best ROAS do 03:37 How much budget do top performers invest in awareness 04:59 Why the best-performing brands invest earlier 05:21 TikTok, Pinterest, and Snapchat in the full-funnel strategy 06:30 Why awareness also improves conversions 06:47 Google Demand Gen and YouTube to create demand 07:43 Data on Demand Gen and advertising return 08:23 The Adanola case: awareness, Meta, TikTok, and Google 09:34 How to allocate budget between awareness and conversions 10:16 Why measuring the funnel is Indispensable 10:48 Active demand alone is no longer enough 11:17 The real cost is not investing in awareness 11:45 How much budget are you dedicating to the top of the funnel? 12:00 PM Conclusion and invitation to comments ✅ To not miss new videos every Thursday, subscribe and activate the bell: https://bit.ly/m/centralmarketinginte... ✅ Want to find out how we do market research at CMI? 👇🏻 https://ricerche.centralmarketinginte... 💻 Sign up for the 1st FREE Market Research Video Course https://bit.ly/videocorsoricercadimer... ✅ If you'd like to visit our Academy, click this link: https://www.academycmi.it ✅ To subscribe to our CMI Sunday Report and receive updates, news, and information on the world of business and marketing every Sunday, click this link: https://cmintelligence.activehosted.c... 📲 You can also find us here: https://bit.ly/m/centralmarketinginte...