The TikTok full-funnel gold mine your agency can't afford to ignore

The article argues that the traditional separation between brand and performance marketing is outdated.
Consumers experience marketing as a fluid journey, so brands should adopt a full-funnel strategy.
TikTok and January Digital propose 'brandformance'—blending brand building with performance tactics.
Key principles include understanding audience behavior, creating varied content for each funnel stage, and measuring full-funnel impact with tools like incrementality testing.
TikTok offers targeting, ad formats, automation (e.g., Smart+, GMV Max), and measurement (e.g., post-purchase surveys, MMM) to execute this.
Case studies, like Steve Madden, show success in combining creator content and Search Ads.
The goal is sustainable growth by integrating brand equity and performance.