Mastering your eCommerce Marketing Mix — Devrin Carlson-Smith // Finch

Quotes

• “One of the big misnomers that's happening and has been going on for years is that the marketing stack and your media spend is designed to run a campaign to get results.”

• “You need to lift your eyes off the campaign structure and create a longer horizon and purview towards a 12 month or an 18 month persistent strategy that continues to evolve. And adaptation is the key phrase there.”

• “So you spend $1 and you get a row as of 1.3, that sounds pretty good. I spent a dollar, I got a dollar 30 back. That's pretty good, but that's a row as of 1.3, which is not really good when it comes to the long-term business impact of the dollars you're bringing in the door.”

• “...it involves keeping a growth mindset that says what worked in the past is not guaranteed to be my only sequence for growing in the future.”

• “And one of the big things to get over is to position this as really a growth mindset that says, okay, I'm going to stop doing campaigns and expecting increased return over time.”

• “We've come to a point where software can actually play a role on behalf of the brands to get the most out of the best channels that fit their needs.”

• “The more that you understand how to effectively target and evaluate what's working in real time, the better performance marketer you're going to be.”

• “They don't ultimately serve the brands that are providing for them because there's less control and transparency associated with those types of turnkey, automated campaigns.”