EP300: Clicks & Conversions - The Future of Brand & Performance Marketing in Ecommerce

Follow us on LinkedIn:Subscribe to the bi-weekly newsletter packed with ecommerce news, advice and useful resources.https://www.linkedin.com/newsletters/inside-commerce-7126171854813188096/ Episode summary:In this conversation, James Gurd and Josh Duggan discuss the evolving landscape of ecommerce marketing, focusing on performance and brand marketing trends. They explore how consumer search behavior is changing due to AI and chatbots, the importance of content in marketing strategies, and the need for brands to optimise for profitability. The discussion also covers measurement techniques, the challenges of expanding into international markets, and the role of AI in enhancing paid media strategies.Key takeaways:The ecommerce landscape is rapidly changing due to AI and chatbots.Consumer search behaviour is shifting, with a predicted drop in search engine volumes as AI agents increaseBrands must adapt their marketing strategies to focus on upper funnel tactics.Content quality and relevance are crucial for engaging consumers today.Understanding profitability is essential for effective ad spend management.Incrementality testing helps brands measure the true impact of their marketing efforts.International markets present significant growth opportunities for ecommerce brands.Social proof can enhance the effectiveness of marketing campaigns in new markets.AI is increasingly being used to automate and optimise marketing processes.Brands need to be strategic in their approach to paid media and content creation.Chapters:[00:40] Introduction to E-commerce Marketing Trends[07:20] The Evolution of Consumer Search Behaviour[13:15] Paid Media Strategies and Consumer Behaviour[17:40] The Importance of Content in Marketing[23:35] Optimising for Profitability in Ad Spend[29:35] Measurement and Incrementality Testing[37:45] Expanding into International Markets[43:30] The Role of AI in Paid Media