Times are changing when it comes to media marketing in terms of what businesses should consider in the new world of what is value to today's consuming public. A local business's Top of Funnel idea is modifying its communications to potential consumers, whether a legal ad, automotive, furniture, jewelry store or physician's medical practice. So, the first thing we should do is redefine TOFU....Top of Funnel. Top-of-funnel (TOFU attracting and engaging potential customers. It aims to educate or inform the audience about a general topic related to their interests, without directly promoting a specific product or service. . So now you may help effect the success of your direct client's media marketing by helping them learn some of the tools of the trade. Philip jay LeNoble, Ph.D
Commentary
Consumers Are Logging Off: Where to Shift Your TOFU Efforts Now
- by Maggie Sullivan , February 26, 2025
After 17 years, I finally deleted Facebook and Instagram. Being constantly bombarded with news, ads, and content that is at best, a waste of time and at worst, harmful misinformation, is overwhelming. The shift from seeing posts from friends and family to algorithm-driven content from strangers, combined with privacy concerns, made it an easy decision to step away.
And I’m not alone in my social media fatigue. A Gartner survey found that 53% of consumers believe social media has deteriorated due to misinformation, toxic communities, and bots. Gartner predicts 50% will significantly reduce or abandon social media this year.
Rather than relying on social media for awareness and relationship-building, brands must diversify their top-of-funnel (TOFU) efforts to meet consumers where they’re shifting their attention. Here’s where to invest next:
Owned content. Traditional social media may be fading, but content remains king. Investing in a well-optimized website, engaging email newsletters, and timely blogs creates a sustainable, long-term marketing foundation that isn’t subject to shifting algorithms or rising ad costs.
If social media reach declines, PPC costs skyrocket, or influencers lose their following, owned content ensures your brand’s visibility and credibility remain intact. By prioritizing content that you control, you build an audience that can keep coming back—regardless of external platform changes.
Even as AI reshapes search, engines will still prioritize trusted, in-depth content. Especially for B2B brands with long sales cycles, expert-driven content and branded search remain key for visibility and conversions.
Trade media. A Broadsheet survey reported that 82% of respondents found trade media coverage has a material impact on sales. Earned media coverage, or bylines in trade publications, allows you to reach a highly engaged, niche audience without competing with the 24/7 news cycle of mainstream media.
With trust in social media declining, third-party validation is more powerful than ever. Plus, with many consumers shifting their attention away from social media, some may turn to the trade publications they’ve relied on for decades to fill the information gap. Trade media coverage can be repurposed across marketing channels, extending its impact far beyond the initial publication.
Advertising on podcasts, TV, and traditional media. Podcast advertising is booming, with 500-plus million listeners worldwide, set to reach 650 million by 2027. Host-read ads feel like trusted recommendations, driving 60% of listeners to consider purchases. Similarly, use of CTV and streaming ads is rising as cable declines.
While digital marketing took center stage in recent years, many marketers are seeing success in bringing traditional tactics back into the fold. As consumers grow numb to digital ads in an always online world, strategic traditional media campaigns -- including billboards, print, and direct mail -- leave a lasting impression on potential customers.
Diversifying your TOFU marketing tactics beyond social platforms gives your brand more opportunity to reach consumers in moments of real engagement rather than mid-doomscroll. As always, don’t put all your eggs in one basket, and be ready to pivot your marketing efforts to other channels as they gain popularity.
