Here’s a scenario every marketer or retail business owner can relate to: you’re juggling rising ad costs, increased competition on major platforms, and a customer base that’s becoming harder to pin down.
Scrolling through endless analytics reports, you find yourself wondering, “Is there a smarter, more balanced way to approach this chaos?”
The answer is yes, and it comes in the form of a simple, effective framework called the 70-20-10 rule, which we discussed in our recent podcast feature on “The Longer Game” with Michael Maher.
By balancing reliable tactics, thoughtful experimentation, and a bit of measured risk, this rule could become the key to sustaining and growing your marketing strategy—even in today’s tough landscape.
What Is the 70-20-10 Rule?
If you’re feeling skeptical, stick with us for a second, because the 70-20-10 rule isn’t some marketing buzz phrase du jour. It’s a tested framework that helps you focus your time, energy, and budget where it matters most.
Here’s how it breaks down:
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70% of your budget: That goes toward tried-and-true strategies. These are the campaigns you know deliver results, whether it’s Google Search ads, Facebook retargeting, or email workflows.
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20% of your spend: Use that for experimentation. This is where you test the new and promising platforms, tools, or strategies. Think Instagram influencer partnerships or TikTok ads that put your product in front of emerging audiences.
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The final 10%: Now we’re talking innovation. Use this for the ideas that make you nervous-in-a-good-way. It could be piloting a campaign on a brand-new platform like Threads, or designing a bold creative strategy you’ve never attempted before.
By balancing these three areas, you set yourself up for both immediate results and long-term growth. While 70% keeps your business afloat, the other 30% prepares you for shifts in consumer behavior, technology, and market trends. It’s not just a model; it’s a marketing safety net.
Why Your Marketing Needs a Fresh Perspective
It’s no secret that marketers today face relentless challenges. Consider platform advertising costs. CPCs on platforms like Google and Facebook are climbing steadily, eating into ad budgets in ways that feel almost punitive.
Meanwhile, consumer behaviors are shifting. The single-channel consumer is a relic of the past, replaced by shoppers who toggle between search ads, Instagram Reels, and YouTube demos before hitting “add to cart.”
This new landscape demands a diversified, measured strategy. Buying into the same channels with larger ad spends simply won’t cut it anymore.
That’s why the 70-20-10 rule is so timely. It forces you to expand across channels and fight burnout on platforms like Facebook while taking intentional risks elsewhere.
Creating Awareness at the Top of the Funnel
Marketing pros know the top of the funnel is all about creating awareness. With the 70-20-10 rule in hand, you can approach this stage with clarity.
Your 70%? Focus on reliable tactics like YouTube ads and traditional social media campaigns. YouTube TV ads, for example, offer an affordable way to create awareness with content that catches your customer’s eye at home.
Your 20% will go toward testing rising formats within those platforms—for instance, trying carousel ads instead of static images on Facebook.
And for that daring 10%? Why not explore a platform like Threads or even collaborate with niche micro-influencers? These bold, innovative strategies could place your brand right where new leads are already exploring.
Turning Engagement into Leads
Once potential customers are aware of your product, it’s time to move them to the middle of the funnel, where engagement campaigns do the heavy lifting. This is often where things get trickier—but equally, it’s where spending 20% on experimentation starts to shine.
Use Performance Max (PMax) campaigns to reach custom audience segments and test different engagement approaches. This goes beyond passive engagement; with remarketing, you actively remind engaged audiences about your offerings.
Your 70%, meanwhile, continues to focus on proven approaches like non-branded search campaigns to attract leads further down the line.
Driving Conversions at the Bottom of the Funnel
The bottom of the funnel is like your marketing equivalent of closing time at the bar. Time to seal the deal!
Spend that trusted 70% on retargeting ads and branded search strategies that you know will drive results. Tap into audiences who've already interacted with your product and entice them with tailored promotions, special discounts, or “low stock!” urgency.
But don’t forget that 10%. If you’ve never tried a bold direct-to-customer incentive campaign here, now’s your chance. Think exclusive loyalty programs or personalized email outreach. Conversion tactics thrive on creativity too.
Balancing Metrics Without Losing Sleep
One of the biggest mistakes marketers make? Measuring every campaign against the same ruler. To evaluate success using the 70-20-10 rule, tailor your KPIs to match each stage of the funnel.
For example, top-of-funnel campaigns should focus on metrics like impressions and reach, while mid-funnel engagement can prioritize click-through rates (CTR). For bottom-of-funnel strategies, look to direct conversions and return on ad spend (ROAS).
Changing metrics matter. Why? Refining campaigns stage by stage prevents wasteful spending and aligns expectations with realistic outcomes. It’s a blueprint for confident decision-making backed by performance data at every turn.
Why the 70-20-10 Rule Works
The genius of the 70-20-10 rule lies in its structure, which simultaneously supports today’s priorities while building tomorrow’s strategies.
By investing in proven performers for sustainability, experimenting within emerging spaces for adaptability, and saving 10% for inspiring, bold risks, you unlock a holistic approach that competitors may envy.
Across retail and e-commerce, businesses that ignore this balance either risk falling behind on trends or grow complacent in outdated strategies. The rule ensures your brand remains not just stable but competitive, relevant, and resilient.
Your Next Steps
Marketing isn’t a single solution. It’s a moving target, especially in industries as dynamic as retail and e-commerce. That’s why frameworks like the 70-20-10 rule are invaluable. They bring clarity, structure, and peace-of-mind to strategy design while leaving room for evolution.
If you’re ready to see how the 70-20-10 framework can transform your marketing, this is just the beginning of what we have to offer.
For more insights, inspiration, and tactical advice, have a listen to our podcast feature on The Longer Game for an in-depth discussion.
And if you’re feeling really inspired to take your campaigns to the next level? Contact Kinetic319 today and speak to one of our marketing experts.
Together, we’ll tailor a 70-20-10 strategy for you that delivers smarter, more impactful campaigns.
You’re just one decision away from revolutionizing your marketing game. Make that strategic move today!