Optimizing PPC is not how you grow — Chris Nawrocki // Heur

Show Notes

• 02:24
  Why optimizing PPC only isn't the key to growth

  Relying on a single channel for a significant portion of your revenue is a risk to your business. Instead, diversifying the channel mix and adopting a multi-channel strategy is crucial for achieving sustainable growth and reaching your desired goals.
• 04:07
  The elements of a comprehensive marketing mix

  In addition to the three to five percent for Facebook, email marketing should account for 15 to 20% of total revenue. Organic and Google Ads should contribute 20 to 25% and 25 to 30% of total revenue respectively.
• 05:10
  Balancing retention and demand generation in a multi channel marketing strategy

  Aim for a retention rate of 60% and focus on acquiring 40% new customers. Consider prioritizing acquisition through Facebook, while Google ads can focus on the middle funnel and leverage email marketing to re-engage customers and get repeat purchases.
• 07:31
  The rebirth of tried and tested channels

  Shifting brand marketing and rich media from Facebook to display and YouTube is now more profitable for gaining market share. Likewise, the rise of AI-driven direct mail indicates a renaissance of traditional marketing channels.
• 09:06
  The importance of embracing a specialist generalist approach

  Being a specialist-generalist with the ability to work agnostically across a multi-channel mix allows you to move media around more successfully. Doing so enables marketers to start playing with a wider marketing mix and effectively manage and achieve their KPIs
• 11:27
  Analyzing multi channel mix for bottom line impact

  ROI takes into account all costs incurred and output generated, including brand activity and associated expenses. Ultimately, it boils down to aligning marketing activities with a clear commercial output and goal, and that is likely where the digital industry is headed.