According to a recent LinkedIn post from Motion, the company is drawing attention to how direct-to-consumer advertisers allocate budgets across different stages of customer awareness. The post uses an analogy of two fruit farmers to contrast short-term optimization on ready-to-buy customers with longer-term growth driven by cultivating demand earlier in the funnel.
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The post highlights Eugene Schwartz’s “5 Stages of Awareness” framework as a lens for structuring ad strategy, from “unaware” to “most aware” audiences. It suggests many brands spending $50,000 to $100,000 per month prioritize product-aware and purchase-ready segments, reinforced by Meta’s delivery system, but that larger advertisers above $250,000 to $500,000 per month shift more investment toward upper-funnel audiences.
For investors, this positioning implies Motion is focused on performance marketing strategies that support scalable growth rather than only short-term return on ad spend. If Motion can help clients profitably expand into unaware and problem-aware segments with stage-matched creative, it could strengthen its value proposition to higher-spend DTC brands and potentially support higher client budgets and retention.
The emphasis on creative tailored to each awareness stage also indicates a likely focus on strategic advisory and content capabilities, not just media execution. This approach may differentiate Motion in a crowded performance marketing ecosystem and, if effective, could enhance its competitive standing with brands seeking more durable growth in increasingly crowded digital advertising channels.