The Future of Full-Funnel Marketing

How are changing consumer behaviours, fragmented discovery journeys, and AI-powered experiences reshaping modern marketing?
About this Event

Join Us for The Future of Full-Funnel Marketing

ROAST, performance media agency driving ROAS and growth in the new era of discoverability, are hosting an industry event exploring the future of consumer engagement and how audiences now engage with brands.

Today’s audiences no longer follow a linear path to purchase. Consumers move fluidly between channels, platforms, creators, communities, search experiences, and AI tools before making decisions. As discoverability evolves, marketers must rethink how they connect with audiences across every touchpoint.

This session will explore:

• Why the traditional marketing funnel no longer reflects real consumer behaviour
• How AI is accelerating and influencing purchase decision-making
• What discoverability means in an AI-driven landscape
• The role of multi-channel strategy in a fragmented media landscape

Agenda

🕑: 08:30 AM - 09:00 AM
Arrival & Refreshments
🕑: 09:05 AM - 09:20 AM
Going for Growth: Full-funnel activation in a fragmented world
Host: Jamie Ross-Skinner, Strategy & Insight Director @ ROAST

Info: In today's fragmented media environment, brands face a critical challenge: how to drive sustainable growth across an increasingly complex customer journey. This session explores how customer journeys and the media landscape have evolved and asks whether the traditional marketing funnel still holds relevance today. We'll examine how brands can strike the right balance between long-term brand building and short-term performance, rather than treating them as competing priorities. Most importantly, we'll explore practical approaches to planning, activating and measuring full-funnel campaigns, giving brands a clear framework to connect strategy with results and unlock growth at every stage of the funnel.

🕑: 09:20 AM - 09:35 AM
Creating Demand at Scale: The Four Pillars Framework
Host: James Viney, Senior Paid Media Account Manager @ ROAST

Info: Growth on Google has fundamentally changed. Learn the four essential pillars - inventory expansion, creative excellence, full-funnel strategy, and AI-powered measurement, that separate high-performing advertisers from the rest. I will share frameworks, best practices, and real strategies for scaling demand creation across YouTube, Shorts and beyond.