eComm Chats Happy Hour

Sponsor: ⁠⁠⁠⁠⁠Flocksy Sarah Fitzgerald of Flocksy joins the podcast to talk about how she thinks about building string, productive business partnerships and Mike gets chaotic with some Google AI overview topics.

Sponsor: ⁠⁠⁠⁠Flocksy Jason Greenwood of Greenwood consulting joins the pod to explore the new pressures of B2B suppliers are facing to incorporate eCommerce infrastructure into the supply-side ecosystem.

Sponsor: ⁠⁠⁠Flocksy Nikita Vakhrushev, CEO of Aspekt Agency, joins the show to talk email and SMS best practices (and what to avoid) in eCommerce. What problems does email and SMS help solve for eCommerce brands? How should they fit into the larger digital omni-channel?

Sponsor: ⁠⁠Flocksy Project Managers Brooke Baker and Deanna Gomez from creative agency Flocksy share how to manage a creative team - connecting creativity with agile project management to achieve better results faster in your marketing ecosystem.

Sponsor: ⁠Flocksy In this episode we welcomed back Drew Himel, CEO of Fireside Digital, to discuss the latest trends and strategies in conversion rate optimization (CRO). Drew shared insights from his 17 years in the digital space, highlighting the evolution of Fireside Digital and their focus on optimizing conversion rates and customer lifecycle marketing for e-commerce brands. Drew emphasized the importance of leveraging AI in content creation and predictive analytics to enhance CRO efforts. He noted that while AI simplifies many processes, the human touch in strategy and understanding client needs remains crucial. Drew also discussed the impact of the impending deprecation of cookies on CRO, stressing the need for first-party data and tools like OpenSend and Black Crow AI to mitigate these challenges. We delved into the significance of mobile optimization, intuitive navigation, and reducing friction in the customer journey. Drew provided practical tips, such as implementing sticky elements and simplifying homepage design, to improve conversion rates. He also highlighted the importance of a strategic approach to CRO, especially in the current economic climate where profitability and efficient growth are paramount. Throughout the episode, Drew shared examples of successful CRO implementations and the measurable impact they have had on clients' bottom lines. He also touched on the need for marketers to understand financial metrics and the overall business impact of their efforts. To wrap up, Drew invited listeners to connect with him on LinkedIn and subscribe to Fireside Digital's newsletter for more insights and updates. This episode provided valuable takeaways for e-commerce professionals looking to enhance their CRO strategies and drive sustainable growth.

Sponsor: Flocksy In this episode we take a break from our usual guest lineup to have an insightful conversation with our CEO, Lee Roque. We dive into the rapidly evolving landscape of SEO and AI, discussing the recent Rakuten Optimism event in San Diego and the significant changes happening in the industry. Industry Changes and AI Integration: Lee shares his experiences from the Rakuten Optimism event, highlighting the advancements and changes in the e-commerce industry. We discuss the fast-paced evolution of SEO and the impact of AI, particularly the integration of AI tools by companies like HubSpot. The conversation touches on Google's AI overviews and the implications for SEO, including the controversy over Google's secretive ranking factors and the potential for AI to reduce website clicks. Challenges with AI and Data Accuracy: We explore the challenges posed by AI-generated content and the importance of validating AI outputs to avoid misinformation. The discussion includes the pressure Google faces from competitors like ChatGPT and the potential for new search engines to emerge. Agency Fatigue and Client Relationships: Lee and I delve into the issue of agency fatigue, where clients have had negative experiences with previous agencies. We emphasize the importance of data transparency, communication, and trust in building successful client-agency relationships. The conversation highlights the need for agencies to understand their clients' business models and profitability to deliver effective strategies. Creative Operations and Performance: The role of creative operations in campaign success is discussed, with a shoutout to our creative partner, Flocksy, for their support in producing high-quality marketing content. We stress the importance of A/B testing, understanding customer lifetime value, and being agile in response to market changes. We wrap up the episode by acknowledging the complexities of the e-commerce landscape and the need for collaboration between agencies and brands. Lee shares his vision for Finch as a trusted partner that helps clients grow and scale their businesses effectively. Website: finch.com/podcast X: @finch_ppc Facebook: Finch LinkedIn: Finch

Sponsor: Flocksy In this episode of the Ecomm Chats Happy Hour podcast, I had the pleasure of chatting with Charles Ryan, COO and co-founder of our creative partner, Flocksy. We delved into the nuanced differences between creative operations and creative direction, a topic that has been generating a lot of buzz, especially among our clients at Finch. Charles provided a comprehensive definition of creative operations, describing it as the backbone of the creative team, ensuring all elements come together efficiently. Unlike traditional project management, which focuses on task completion and deadlines, creative operations encompass the overall process of how things get done. We also discussed the impact of technology, particularly AI, on creative production. Charles highlighted that while AI is a powerful tool, it is not a replacement for human creativity. Instead, it serves as an enhancement, helping to streamline processes and improve output quality. Flocksy has recently integrated AI into their platform, allowing clients to generate images and text, thereby facilitating better communication of their vision to the creative team. Charles shared insights into Flocksy's new UI update, which includes AI features to assist clients in project creation. This update aims to simplify the process and reduce the need for revisions by providing clients with tools to better articulate their ideas. We touched on the challenges of balancing creative operations and creative direction, especially when clients are unsure of what they want. Charles emphasized the importance of communication and the role of creative professionals in guiding clients towards the best outcomes. Towards the end of our conversation, we explored the future of creative operations and the potential of collaboration tools like Figma and Canva. Charles believes that these tools, combined with AI, will revolutionize how creative projects are managed and executed.

Sebastian Herz of Zignify joins the pod to showcase how eCommerce brands can build a profit flywheel by saving on sourcing costs and using that windfall to fund more marketing & sales. Sponsor: Flocksy

Check out our sponsor, Flocksy: www.flocksy.com Sarah Fitzgerald of Flocksy joins the show to discuss how brands should think about appealing to Gen Z: Be authentic, they can sniff out a sales pitch better than anyone. Address them on a personal level. Let them see inside your company instead of letting influencers speak for you. We kicked off the conversation with an introduction to Flocksy, a company that offers unlimited subscriptions for marketing materials and content creation at a flat rate. Sarah shared insights into Flocksy's partnership with companies like Finch to deliver exceptional content for clients. As our official sponsor, Flocksy's relationship with our podcast was highlighted, emphasizing our growing partnership. We delved into marketing strategies, particularly focusing on how to effectively engage with Gen Z. Sarah explained that traditional marketing funnels are becoming obsolete with Gen Z's unique consumer behavior, which prefers authenticity and engaging content over straightforward advertisements. We discussed the importance of authenticity in marketing, with Sarah drawing on her teaching background to explain how genuine engagement helps maintain consumer attention. She emphasized the shift towards creating content that offers value to the audience, such as educational masterclasses and behind-the-scenes videos, which help build a community around a brand. The conversation also touched on broader marketing trends, including the rise of vlog-style, talk-to-camera content that resonates well with younger audiences who seek a parasocial relationship with brands. We explored how companies can leverage user-generated content (UGC) without appearing disingenuous, focusing on authenticity and customer satisfaction over viral fame. To wrap up, we discussed Flocksy's focus for 2024, which includes enhancing their affiliate marketing and increasing their presence on platforms like LinkedIn. The episode was not only informative but also packed with actionable insights for marketers looking to refine their strategies and connect more effectively with their audiences.

Chris Shipferling of GW Partners joins Mike to discuss the capital market for eCommerce brands in 2024. What makes a "great company?" When should brands look to sell? What do buyers look for in a brand? In tight capital markets, it may not be possible to sell your brand. But building a brand that's attractive to buyers is the same as building a profitable brand. Chris kicked off the conversation by sharing a personal anecdote about house-sitting for his dad and taking care of a family turtle named Bill. This light-hearted start transitioned into a deep dive into what GW Partners does and how they assist businesses in preparing for a sale. GW Partners specializes in lower middle market M&A, focusing on consumer products. They work closely with brand owners, often years in advance, to optimize their businesses for a future sale. Chris emphasized the importance of having a strategic plan to move a company from its current state to an ideal selling point. A significant part of our discussion revolved around what makes a company great and attractive to buyers. Chris outlined several criteria, including having a real brand that resonates with consumers, innovative products, and a solid product development strategy. He also touched on the importance of profitability, customer lifetime value, and the ability to scale. Chris shared insights into who buys brands, explaining the landscape of private equity, family offices, and corporate strategic desks. He also gave us a glimpse into the current M&A market, advising that now may not be the best time to sell due to market sensitivity and the expectation of capital being more expensive. In terms of marketing, Chris stressed the importance of knowing your numbers and having a budget that aligns with growth goals. He highlighted the need for efficient top-of-funnel expansion beyond just Google and Meta platforms. To wrap up, Chris offered advice for those considering selling their business, suggesting that waiting until after the election year might yield better opportunities for a sale. For anyone interested in learning more about preparing their business for sale or just looking for some expert advice, Chris invites you to reach out through the GW Partners website at www.gw.partners.

SMS has become what email marketing used to be for eCommerce brands - a trusted, high-response rate channel that, when used correctly, can boost all of the important metrics for D2C brands. Ben Billups joins the pod to tell us how it works.

Join Mike on this special episode of Happy Hour as he recaps the Phoenix eCommerce Summit event. Learn what vendors and brands are focusing on, worrying about, and excited for in 2024 via interviews from the event.

In part 4 of this 6-part series covering the Customer Journey of eCommerce, Mike & Nevin cover the big shiny stage - the lead singer of the band - the Purchase Stage. Time to make some money.

In part 3 of this 6-part series Mike & Nevin cover the Consideration stage of the Customer Journey in eCommerce. This is where you take that audience you built in the Awareness stage and start giving them reasons to pick your product over others. Hey Weekenders! It's your host here with a quick recap of our latest episode where we dove deep into the consideration phase of the customer journey. We cracked open a cold one and shared some insights on how to navigate this crucial stage in e-commerce marketing. Understanding Your Audience: We emphasized the importance of detailed customer personas to target potential buyers effectively. Remember the story about the cannabis brand? That level of detail can make a huge difference. Channels and Content: We discussed finding the right mix of channels to reach your audience and the necessity of creating content that addresses their objections and educates them about your product. Leveraging UGC and IGC: User-generated content and influencer-generated content can be powerful tools to build trust and guide customers through the consideration phase. Empathy in Marketing: Always approach your marketing efforts with an understanding of where your customers are and what they need. This empathy can significantly impact your success. Anticipating Objections: We talked about anticipating potential objections customers might have and how to address them proactively. Post-Purchase Surveys: Utilize post-purchase surveys to understand why customers chose your product and what information they sought during their decision-making process. We shared a laugh about the office power outage and Google ads being down, but we quickly got back on track. We reminisced about not shouting out the Weekenders last time – won't happen again! We explored how the consideration phase is a transitory stage from awareness to conversion and why it's so critical. We discussed how the consideration phase can vary in length depending on the price and complexity of the product. We touched on the challenges new brands face in established markets, using the EV market as an example. We debated Toyota's new ammonia engine tech and its potential impact on the EV market. Tune in next week as we tackle the purchase or conversion stage, the next step in the customer journey. Engage with us on social media – we're on Twitter, Facebook, and LinkedIn. Thanks for joining us, and a special shout-out to the Weekenders who stick with us to the end. Until next time, keep learning and growing with us in the world of e-commerce! Key Takeaways:Episode Highlights:Next Steps:

Amazon is the king of the walled garden in eCommerce. Learn how brands can use the insights and automations of ZonGuru to outperform the competition and grow sustainably. Episode Summary: The Intersection of PPC and Organic Growth on Amazon with Jon Tilly Welcome back, weekenders! In this episode, we had the pleasure of chatting with Jon Tilly, the CEO of Zonguru, a company that provides a suite of tools for Amazon sellers to optimize their listings and grow their businesses. We dove deep into the world of e-commerce, particularly focusing on Amazon's marketplace and how sellers can navigate the ever-changing landscape. PPC and Organic Growth: We discussed the importance of not only focusing on PPC efficiency but also understanding its impact on organic rank positions. It's crucial to use PPC strategically to improve organic rankings. Zonguru's Role: Jon shared insights into Zonguru's services, emphasizing their focus on data, automation, and insights to help entrepreneurs make smart decisions, from product choice to maximizing potential. Amazon's Evolution: Jon reflected on how Amazon has changed since he started in 2013, noting that while it's become more challenging, the opportunities are still abundant. He highlighted the shift from just getting a product live on Amazon to needing a year-out strategy that includes marketing and launch strategies post-launch. AI and Listing Optimization: The conversation touched on the integration of AI, like chat GPT, in listing optimization tools, which has been a game-changer for creating SEO-optimized listings on Amazon. Amazon's Future: Jon predicted that Amazon would continue to expand into new markets and evolve the buying experience. He also mentioned the potential for AI to speed up product innovation and market adaptation. Brand Building on Amazon: We discussed the significance of building a brand, not just selling products, and the role of Amazon as one channel in a broader e-commerce strategy. Jon advised on ways to connect with customers and create brand ambassadors through Amazon. Challenges and Opportunities: Jon and the team at Zonguru are constantly adapting to Amazon's changes, from unexpected Prime Days to new advertising channels, emphasizing the need for continuous innovation and iteration. As we wrapped up the episode, we expressed our appreciation for Zonguru's contribution to our organic Amazon strategies. Jon extended an invitation to listeners to reach out to Zonguru for support and shared his LinkedIn for direct contact. Remember, if you've made it through this episode, you're officially a weekender! Stay tuned for more insights and discussions on e-commerce and PPC strategies. Don't forget to engage with us on social media and visit finch.com/podcast for more content. Until next time, keep optimizing and innovating, and cheers to your e-commerce success!

In part 2 of this 6-part series Mike & Nevin dig into the Awareness stage of the Customer Journey. How do you get your brand in front of a large, interested audience without blowing through budgets? Also, what's happened to the Snoop Dogg/Solo Stove partnership? Episode Summary: The Importance of Brand Awareness in Marketing In this episode of our marketing miniseries, we delve into the crucial first stage of the customer buying journey: awareness. We discuss the significance of brand owners and decision-makers understanding how to differentiate their brand in the market. We explore the customer journey map and its relevance across various marketing types, emphasizing the importance of speaking the same language as clients, marketing teams, and partners. The episode recaps the five phases of the customer journey, highlighting why each phase is vital. The focus then shifts to the awareness phase, where we explain the need for potential customers to become aware of a brand's existence and the solutions it offers. We touch on market education and the challenges of introducing new products with unique features or materials. We stress the importance of messaging and using various mechanisms to communicate what makes a product stand out. The conversation also covers the pitfalls of overspending during the awareness phase and the importance of targeting the right market to avoid diluting the effectiveness of subsequent marketing efforts. The episode further discusses the role of brand marketing in the awareness phase and the delicate balance required between broadcasting a brand story and capturing attention spans. We emphasize the need for creativity and the challenge of delivering a succinct message in a world of diminishing attention spans. We also examine the potential pitfalls of big branding campaigns, using the example of Solo Stoves' campaign with Snoop Dogg, and the importance of having a plan to convert the audience generated by such campaigns. The mechanics of broadcasting a brand message are explored, with a focus on the flexibility and power of Demand Side Platforms (DSPs) for targeting and testing different sets of creative. We debate the effectiveness of TikTok for brand awareness and suggest that it might be better suited for the consideration and conversion phases of the customer journey. Finally, we conclude by reiterating the importance of measuring reach metrics rather than conversions during the awareness phase and the necessity of testing everything, including unconventional ideas, to see what resonates with the audience. Listeners are encouraged to engage with us on social media platforms and visit our website for more content. Remember, without awareness, potential customers can't discover your brand, and without discovery, there can be no conversion.

In this episode, Nevin and Mike kick off a 6-part series discussing the customer journey for eCommerce marketing. It's the engine that fuels sustainable growth for brands.

Finch CEO, Lee Roquet, joins the pod to kick off 2024. We take a look at some of the lessons learned in eCommerce in 2023 and make some predictions about what we expect to see in 2024.

Mike went to an event in Nashville called eCommerce Summit. He runs through the main topics and some key takeaways as Nevin validates and adds on-the-ground evidence to evaluate the claims.

Part 2 of the BFCM/Q4 eCommerce prep series. Mike & Nevin discuss how you should by thinking about promotions and segmentation to encourage higher margins and volume. According to the episode, it is crucial for brands to ensure that customers feel confident in their choice of choosing their brand, not just during the Q4 period, but throughout the year. The episode emphasizes that the experience customers have with a brand is the key driver of their lifetime value and encourages repeat purchases. To create this positive experience, brands should have a dedicated team of individuals who are willing to assist and resolve customers' issues. Additionally, having a customer-friendly return policy is essential in making customers feel well taken care of. The episode suggests that when customers feel satisfied with their decision, they are more likely to have a positive sentiment towards the brand and recommend it to others, even if their own experience wasn't perfect. Overall, the episode highlights the importance of making customers feel valued and satisfied, as this can lead to increased loyalty and positive word-of-mouth recommendations. According to the episode, the experience customers have with a brand is what drives repeat business and increases lifetime value. The transcript emphasizes the importance of providing a dedicated team of individuals who are willing to assist and resolve customers' issues. It also highlights the significance of having a customer-friendly return policy. The episode suggests that customers want to feel confident in their choice, and this feeling can be achieved by providing a solid customer experience throughout the entire process. Additionally, the transcript mentions the importance of creating a VIP program and implementing a strong loyalty program to address lifetime value and encourage repeat purchases. By rewarding loyal customers and providing them with opportunities to engage with the brand, a self-perpetuating cycle of customer loyalty can be established. Overall, the episode emphasizes the idea that the experience customers have with a brand plays a crucial role in driving repeat business and increasing lifetime value. In the episode, the speaker emphasizes the importance of having a dedicated team of individuals to resolve customer issues and a customer-friendly return policy. They explain that while promotional and advertising strategies are important, what ultimately drives customer satisfaction and loyalty is the experience they have with a brand. The speaker highlights the need for a team of dedicated individuals who are willing to assist and resolve customer issues. This means having knowledgeable and empathetic customer service representatives who can address customer concerns and provide solutions. By having a strong support system in place, customers will feel valued and taken care of, leading to a positive experience and potentially repeat business. Additionally, the speaker emphasizes the significance of a customer-friendly return policy. They suggest that a return policy should make customers feel like they haven't lost anything if they choose to return a product. While it is important to have certain restrictions in place, such as specific return windows, the speaker advises that the policy should be more lenient than that of a brick-and-mortar store. The episode also mentions the potential role of AI in improving customer experience. While not elaborated on in detail, the speaker suggests that exploring how AI can assist in customer support and problem-solving could be beneficial for brands. Overall, the episode highlights the importance of prioritizing customer satisfaction through effective customer support and a favorable return policy. By making customers feel valued and taken care of, brands can enhance customer sentiment, drive repeat business, and ultimately build a positive brand reputation.

Mike and Nevin look at the brand new spending holiday Amazon made up this year: Big Deal Days. What did we learn with Finch clients and what does the data tell? The episode focuses heavily on tactical strategies for Prime Day and Black Friday, with the host providing a heads up to the listeners. While acknowledging the episode's tactical nature, the host also encourages listeners to revisit the previous three episodes for more in-depth discussions on strategy. These episodes cover topics such as promotion strategy, segmentation strategy, audience engagement timing, and goal setting. The host emphasizes the importance of a well-built strategy for Black Friday and the entire Q4 period. The episode delves into the advantages of having access to real-time data from Google Analytics and Shopify for making rapid decisions and adjustments in bidding and budgeting. The speaker highlights that Google Analytics provides almost real-time data through GA4, enabling marketers to make quick decisions and adjustments. Similarly, the actual data from the Shopify site offers real-time insights that can inform decision-making. The speaker underscores the value of real-time data availability, particularly when compared to the data lags experienced with Amazon. Marketers can leverage this real-time data to adjust bidding and budgets on the go, allowing them to promptly respond to performance changes and optimize their campaigns. The episode also emphasizes the significance of rapid decision-making and adjustments, especially on Black Friday, known as one of the most stressful days for eCommerce. The speaker suggests that maintaining a consistent effort in optimization is crucial on this day, and real-time data access empowers marketers to react swiftly and make necessary adjustments to their strategies. Overall, the episode highlights the importance of real-time data from Google Analytics and Shopify in facilitating rapid decision-making and adjustments in bidding and budgeting, particularly during critical events like Black Friday. During time-limited events like Prime Day, the transcript stresses the need to analyze data and make pivot decisions based on performance. The hosts emphasize the significance of incremental changes in revenue improvement. If a strategy is working well, they stress the importance of pivoting and continuing with it. Conversely, if something is underperforming, they emphasize the need to recognize it and make necessary adjustments. The hosts acknowledge the potential for analysis paralysis when examining data but stress the importance of using the available data to make informed updates and decisions, as this is key to success during time-limited events like Prime Day.

George Ryan, Flocksy CMO, joins the pod to discuss where the world of creative is going in 2024. Flocksy is a flat-rate creative design company that thrives on helping clients stand out in an era of sea of AI-generated, uninspiring creative. According to the episode, there has been a significant increase in the popularity of short-form video content, with people heavily leaning into platforms like Instagram Reels and TikTok. The hosts of the podcast have also noticed this trend and are incorporating short-form video into their own marketing efforts. They believe that short-form video content feels more organic and authentic compared to traditional advertising campaigns. To showcase real experiences and the benefits of their services, the hosts mentioned that they have been using Riverside for interviews with their clients and creating bite-sized chunks of content. This trend of short-form video is seen as a way to engage with audiences and resonate with them on a more personal level. In the episode, the speakers discuss the growing trend towards constant content and bite-sized chunks in marketing. They highlight the significant rise in short-form video platforms like Instagram Reels and TikTok. The speakers note that even when being advertised to, people find these short videos engaging and fun, often watching them because they feel organic. They also mention that they have embraced this trend in their own marketing strategies, utilizing Riverside for client interviews and creating bite-sized chunks that showcase real experiences and the work they have done with their services. The speakers emphasize that this approach resonates with people and feels more authentic than traditional advertising campaigns. They attribute this trend to the fact that people are constantly on their phones, consuming these types of videos. The speakers suggest that focusing on getting brand personality and real people in front of everyone is more successful than solely focusing on conversion. Overall, the episode highlights the shift towards constant content and bite-sized chunks as a more organic and authentic approach to marketing. The guests on the podcast discuss the emerging trends and predictions for the creative space in the upcoming year. They mention a significant increase in short-form video, with people heavily leaning into platforms like Instagram Reels and TikTok. The importance of constant content and bite-sized chunks, as well as content that feels organic and authentic, is emphasized. The guests also mention incorporating this approach into their own marketing efforts. Additionally, they delve into the use of AI in advertising and how developing creative marketing strategies that differentiate from others will become increasingly important as AI continues to advance.

Let's get caught up on some eCommerce news. Amazon is in hot water with the FTC which alleges the company purposely flooded the market with junk ads to drive up prices for advertisers. On a happier note, the OpenAI Dev Day was amazing. Nevin gave the new tools a try and was amazed by the new capabilities. In this episode, the hosts delve into the transformative impact of AI technology, particularly chatbots and AI-driven search results, on customer interactions and online shopping. They emphasize how AI has revolutionized the way we engage with technology, especially in terms of customer integration. One notable example they discuss is Microsoft's Bing with its new OpenAI, which acts as a personal shopping assistant by locating various stores and retrieving items for customers. This innovation is expected to revolutionize how shoppers navigate their buyer journey and interact with technology. The hosts also highlight the significant developments in the eCommerce industry, such as the partnership between Microsoft and OpenAI for Bing, as well as Google's investment in BARD. They explain that these advancements will enable customers to simply state their preferences and have the computer scour the internet to provide tailored responses. This will profoundly impact the buyer journey and decision-making process, as customers increasingly rely on AI to conduct research and generate awareness. Furthermore, the hosts suggest that advertising strategies may need to adapt as AI-driven search results become more prevalent. They predict that brands will have the opportunity to pay for visibility in these AI-driven search results, regardless of how well they align with the customer's criteria. This implies that advertising approaches will need to adjust to this new paradigm, where AI technology plays a significant role in influencing customer choices. Overall, the episode underscores how AI technology, including chatbots and AI-driven search results, is transforming customer interactions with technology and online shopping. It highlights the potential for AI to act as a personal shopping assistant, reshape the buyer journey, and influence advertising strategies. According to the podcast episode, Microsoft's partnership with OpenAI for Bing and Google's investment in BARD are expected to have a significant impact on the eCommerce industry. These partnerships involve integrating AI technology into search engines, which will revolutionize how shoppers interact with technology and navigate the buyer journey. The podcast specifically mentions Microsoft's Bing with its new OpenAI technology, which simplifies shopping by acting as a personal assistant, locating different stores, and retrieving items for users. The episode also emphasizes the importance of optimizing for Bing and Bing advertising, as OpenAI Sengen is integrated into Bing. It suggests considering Bing SEO optimization and advertising optimization to ensure visibility in the new AI-driven search results. The podcast also mentions the potential for brands to pay for visibility in these AI-based search results, indicating potential monetization opportunities in the future. Overall, the episode suggests that integrating AI technology into search engines like Bing and BARD will bring about a paradigm shift in the eCommerce industry. Advertisers and brands need to adapt to these changes and consider how AI-driven search results will impact their advertising strategies and the buyer journey. In this episode, the hosts discuss the continuous evolution of platforms like Amazon and the introduction of new advertising features. They specifically mention Amazon's recent addition of a unique ad type called CTV (Connected TV) access for Twitch and Freebie in their advertising manager. This new feature allows advertisers to reach audiences through connected TV devices, expanding their advertising reach beyond traditional digital channels.

Nevin and Mike break down how eCommerce brands should think about setting goals for Black Friday. How should you allocate budget throughout the funnel? Net new vs. Re-engagement? The your data will tell you the story and help you make the right decisions, as long as you know what you're looking at. In this episode, the hosts discuss the importance of finding the right balance between acquiring new customers and marketing to existing ones. They emphasize the significance of determining the number of new customers needed to "refill the gas tank" during Q4, as well as the potential revenue that can be generated by marketing to existing customers. The hosts highlight the cost-effectiveness of marketing to existing customers compared to acquiring new ones. They suggest using remarketing campaigns and first-party data to target existing customers, while also emphasizing the benefits of having a good return policy and taking care of existing customers. Overall, the hosts stress the need to continuously bring in new customers while nurturing and marketing to existing ones. The type of product being sold, whether it is a consumable or apparel, can significantly impact the promotional strategy and seasonality concerns. The hosts discuss how different promotional activities are required for selling consumables like coffee compared to selling apparel. For consumable products like coffee, the hosts mention Liz Roque from Lizzie's Fresh Coffee, who manages her own marketing. Since coffee is a consumable product, customers are likely to repurchase it regularly. Liz calculates the customer lifetime value and knows how often she can tap back into her existing customers. This suggests that for consumable products, the promotional strategy may focus more on customer retention and repeat purchases. On the other hand, selling apparel presents different challenges. The hosts mention that apparel brands excel at using promotional strategies during transitionary periods and dead seasons when they have excess inventory to move. They often send email marketing campaigns to their existing customers, offering discounts on the inventory. This strategy allows them to clear out excess inventory and can be more effective in the apparel industry, where distinct seasonal clothing lines exist. Additionally, the hosts mention that when it comes to attracting new customers for apparel brands, the lowest buy-in point is crucial. They highlight Black Friday and Cyber Monday as opportunities for customers to take a risk on a new brand with discounted prices. This suggests that for apparel brands, promotional strategies during peak shopping seasons can be used to attract net new customers. Overall, the type of product being sold, whether it is a consumable or apparel, influences the promotional strategy and seasonality concerns. Consumable products may focus more on customer retention and repeat purchases, while apparel brands may utilize promotional strategies during transitionary periods and peak shopping seasons to attract new customers. The hosts mention that they have previously covered when and how to start preparing for Q4 and the Black Friday season. This indicates that the episode provides guidance on the timing and steps to take in order to prepare for this important sales period. Furthermore, the hosts mention that they have moved on to discussing promotional strategy and learnings in relation to Black Friday. This suggests that the episode goes beyond just the initial preparation and delves into specific strategies and insights that can be applied during this time. Based on the transcript, it is mentioned that the episode is being recorded in the middle of October, aligning with the recommended timeframe for starting preparations for Q4 and Black Friday. This further supports the idea that the episode provides relevant information on when and how to start preparing for this sales season.

Let's talk about a touchy marketing topic: Branded Keywords. Mike and Nevin discuss some misconceptions about how brands and marketers should be thinking about and using their owned keywords. What happens when a larger brand starts to bid on your branded keywords? What are the best ways to get the most out of them? In this podcast, the hosts, Mike Mardis and Nevin Zevell, discuss the importance of investing in branded search campaigns. They address the common question of why a company should pay for keywords related to their own brand name. Nevin explains that from an organic SEO perspective, the goal is to rank high on organic search results. However, paying to be the number one spot can be enticing and save time in trying to rank for competitive keywords. Mike adds that while SEO auditing is crucial for organic rankings, investing in branded search campaigns allows for more control over messaging and targeting specific audiences. By building paid search advertisements, companies can customize their messaging and provide the information they believe will resonate with customers. Overall, the hosts emphasize that branded search campaigns play a significant role in the marketing ecosystem and should not be overlooked, even if a company already has high organic rankings.

Nevin takes Mike through what he's seeing in the Finch client data and the eCommerce market overall coming out of the Cyber12 period. How should we adjust, if at all, based on the new normal? According to the podcast transcript, brands that focused on building brand awareness through DSP (Demand-Side Platform) as a channel saw the best results during Black Friday. These brands were able to use detailed third-party data audiences and invest in brand awareness leading up to Black Friday and Cyber Week. The transcript mentions that as the market shrinks and people become more conservative with their spending, they tend to shop with big brands that have established relationships and high brand awareness. Brands that invested in detailed audience targeting and leveraged third-party data to build hyper-targeted awareness campaigns were able to flourish during this time. Additionally, the transcript highlights that DSP provides more tools to build brand awareness, and it has never been easier to start building brand awareness through DSP. The cost per conversion for clients using DSP was down by an average of 48%, indicating the effectiveness of this channel for building brand awareness. However, the value for conversion did drop by 13%, possibly due to more aggressive discounting by brands. Overall, the transcript suggests that investing in brand awareness through DSP can significantly impact revenue numbers during the Black Friday period. According to the podcast episode, as the market shrinks and wallets become tighter, people tend to become more conservative with their spending. This means that they are less likely to take risks and are more inclined to shop with established brands that they have a trusted relationship with. The episode mentions that brands with strong brand awareness and recognition, such as Apple and Nike, are the ones that people are more likely to shop with during times of economic uncertainty. These brands have already established a reputation and trust with consumers, making them a safer choice when people are being more cautious with their spending. The episode also highlights the importance of investing in brand awareness and detailed audience targeting ahead of time, particularly leading up to big sale events like Black Friday. By building a strong brand presence and targeting specific audiences, brands can increase their chances of success during times when consumers are more selective with their purchases. Additionally, the episode mentions that DSP (Demand-Side Platform) is a valuable channel for building brand awareness, as it offers tools and capabilities to reach and engage with audiences effectively. According to the episode, using a DSP (Demand-Side Platform) can be an effective tool for building brand awareness. It is mentioned that the cost per conversion was down by an average of 48% for clients using DSP. This indicates that using a DSP can lead to more cost-effective advertising campaigns, potentially reaching a larger audience and increasing brand awareness. Additionally, the episode mentions that brands were discounting more aggressively, which could have contributed to the decrease in cost per conversion. Overall, the episode suggests that using a DSP can provide more tools and opportunities for brands to build brand awareness.

Finch CEO Lee Roquet joins the podcast to talk about what's it's like to run a performance agency in the era of AI, PMax, and automation. In this episode, the discussion revolves around the challenges faced by agencies and brands in the current economic climate. The pandemic has significantly impacted digital marketing budgets, resulting in a decrease in ad spends as people shift away from continuous online engagement. Consequently, companies are shifting their focus from growth at all costs to profitability. Moreover, the increased cost of money has made it more difficult for agencies and brands to secure funding. As a result, agencies need to pivot and adapt their strategies to find value and resonate with customers. The podcast suggests that agencies should consider specializing in specific niches and industries, becoming deep specialty agencies. Additionally, there is a discussion about the transition from traditional agencies to B2B SaaS platforms, where a balance between technology and human connection in customer relationships is maintained. Overall, the episode highlights the need for agencies and brands to change their old ways and find new approaches to succeed in the current economic climate. The episode also mentions a shift in the agency industry's focus on performance and easy wins. Traditionally, agencies were approached by clients with specific performance or efficiency goals, expecting the agency to deliver those outcomes. However, there is now a growing demand for agencies to provide more value and be more accountable for their clients' overall success and profitability. To meet this demand, agencies need to take a horizontal view of where clients should allocate their resources and why. Instead of solely focusing on achieving specific performance metrics, agencies should prioritize the profitability of the client's business as a whole. This involves understanding the client's business goals, its current health and profitability, and its ability to scale and grow. The episode also addresses the mistrust and fatigue that some clients may have towards agencies. This mistrust may stem from a perception that agencies prioritize their own interests or fail to provide sufficient value. To address this, agencies need to become partners in their clients' profitability and success. This means providing transparency, clear communication, and the ability to make adjustments when needed to ensure that the client's investment is being spent wisely and effectively. Furthermore, the episode discusses the future direction of agencies, which is to empower brands and their teams to have control and transparency over their marketing efforts. The goal is to provide clients with the tools, knowledge, and technology to make informed decisions about where to allocate their marketing budget. Ultimately, the aim is for agencies to become the client's last agency, as the client becomes empowered to bring their marketing efforts in-house. The episode delves into the changing agency landscape, highlighting various factors driving these changes. One significant factor is the rise of AI and automation, which is diminishing the necessity for traditional agency expertise. The transcript mentions that with advancements in AI and technologies like GPTs, even mediocre brands can now gain an advantage in the market. This implies that agencies need to adapt and provide value beyond what can be easily automated or replicated by AI. Another change in the agency landscape is the shift towards a more holistic approach to marketing and profitability. The transcript emphasizes the importance of focusing on the entire customer journey and revenue mapping, as well as the need for teams to work closely together and be tied to metrics that link to the organization's profitability. The transcript also highlights the significance of agencies guiding brands in understanding and analyzing their data to make informed business decisions.

Sam Ryan, Flocksy CEO, takes us through the story of how and why he and his brother founded a unique design agency that operates on a monthly fee. Customers pay a flat rate and get access to unlimited creative. In this episode, the speakers emphasize the significance of building personal connections with customers for achieving business success. They highlight the example of successful brands like Amazon, which prioritize customer obsession and focus on establishing personal connections. The speakers argue that a strong customer success operation should aim to create a personal connection with customers, similar to the familiarity one has with a favorite mechanic or waiter. This personal connection helps to humanize big businesses and make customers feel seen and valued. The speakers emphasize the importance of understanding and empathizing with the problems faced by the people you do business with. They assert that in today's marketing landscape, it is essential to add a personal touch and forge connections, especially in advertising and B2B sales. Successful companies, they believe, are those that prioritize empathy and personal connections rather than relying solely on automation, technology, and AI. The episode also delves into the process of building personal connections with customers. One approach mentioned is to have initial phone calls with customers, which helps establish a connection and leads to longer-lasting relationships. The speakers also highlight the use of video demos and integrating tools like Loom, which facilitate better communication and understanding of customer needs. Overall, the episode underscores the crucial role of building personal connections with customers for business success. It helps create a sense of familiarity, humanizes big businesses, and makes customers feel valued. Successful companies prioritize customer obsession and forming personal connections. They argue that while technology and automation are valuable tools, they should be combined with the ethos of empathy for customers' problems. The episode highlights the need for businesses to understand and address the problems and needs of their customers to build strong relationships and retain them. The importance of personal connections in advertising and B2B sales is also discussed, acknowledging the challenges of forging that connection due to the distance between the agency and the end customer. The guest shares their experience of incorporating phone calls, video demos, and personal interactions with clients to establish a sense of familiarity and connection. They also mention using tools like Loom to enhance communication and understanding by allowing customers to express themselves through video. Overall, the episode emphasizes the role of empathy in understanding and addressing customers' problems and how it contributes to the success of a business. In this episode, the speakers discuss the importance of capturing attention quickly and creatively due to the decreasing attention spans of audiences. They acknowledge that attention spans are getting shorter and shorter, with one speaker admitting to being addicted to TikTok, where users have milliseconds to grab someone's attention while scrolling. They emphasize the need to invest in thumbnails and emulate popular styles while still maintaining uniqueness or unfamiliarity. The speaker also mentions that attention-grabbing content needs to be presented within the first two seconds, as people want to quickly see what a brand has to say while scrolling. They suggest focusing on concise and high-quality video content that can be repurposed into shorter clips to cater to short attention spans. Overall, the episode highlights the need to adapt to the changing attention spans of audiences by creating attention-grabbing content that quickly delivers the intended message.

Mike and Nevin take a look into the future of eCommerce. What trends seem to have sticking power for 2024? Investing in prioritizing the customer is crucial, especially in the face of rapid technological advancements and shifting market sentiments. The podcast underscores the significance of placing the customer experience at the forefront of business strategies. It asserts that focusing on the customer experience will always yield better long-term results compared to opting for cheaper manufacturers or cutting corners in quality assurance processes. The episode recommends investing in the customer service department to ensure customers receive genuine, well-trained assistance rather than scripted responses. It also emphasizes the importance of offering high-quality products that stand out from the competition. Additionally, the podcast highlights the significance of effectively communicating a solid customer experience through advertising. Furthermore, the episode emphasizes the importance of making customers feel valued. It suggests that businesses should invest in long-term customer service and customer experience programs, even if immediate dividends may not be apparent. The podcast encourages businesses to take risks and step out of their comfort zone, as long as they have the necessary team and budget to support it, as creativity and ingenuity are recognized in the market. The episode also touches on the extended life cycle of the customer experience, stating that it does not begin or end with a purchase. It emphasizes that building trust is an ongoing project in the customer experience and acknowledges the prevalent distrust in the current market. Therefore, investing in the customer experience can help foster trust and address this uncertainty. Overall, the episode underscores the importance of investing in customer-centric approaches, particularly in a rapidly evolving technological and market landscape. It suggests that businesses should prioritize customer service, high-quality products, and effective communication of a solid customer experience. The episode also delves into the dystopian aspects of technological advancements and the availability of personal information online. The host acknowledges that in the past, the idea of the internet tracking every aspect of people's lives and the death of privacy seemed dystopian. However, it has now become a reality that people have come to accept. The host also expresses the overwhelming feeling of being left behind as a marketer due to the multitude of new marketing tools and AI-driven advancements. The rapid pace of technological change can create a sense of dystopia. Nevertheless, the episode highlights that these dystopian elements can present significant opportunities for brands to grow. The host mentions that despite the challenges, it is more crucial than ever for brands to adapt quickly. They emphasize that interfaces are constantly evolving, and brands must continually adapt to remain relevant. The host also notes that while AI has made creative production easier, it has also led to formulaic and similar-looking ads. Overall, the episode suggests that although technological advancements and the availability of personal information online may evoke dystopian feelings, brands can leverage these aspects to expand their business and connect with consumers. According to the podcast transcript, investing in product and customer experience is essential for long-term success, regardless of the industry. The host asserts that whether it's eCommerce, meal delivery, gaming, or any other industry, investing in product and customer experience will always yield the greatest dividends in the long run. The host also acknowledges that there may be challenging times, such as a potentially rough 2024 or economic uncertainties. However, they emphasize that even during these difficult periods, investing in product and customer experience will still result in long-term benefits.

Part 3 of the BFCM/Q4 perp series. Mike and Nevin discuss Q4 readiness and the importance of prepping for the holiday season. They also touch on the Taylor Swift economic boost and the influence of her fanbase, the Swifties. Tune in for some fun and informative conversation about e-commerce and pop culture. In this episode, the hosts emphasize the crucial role of having a desire to learn in order to succeed. They highlight that even the best teachers in the world cannot make someone learn if they lack the motivation and willingness to learn. This desire to learn is particularly important in the context of e-commerce and optimizing performance during Q4. The hosts draw a comparison between a year in e-commerce and a year of college, where one can acquire different knowledge and gain valuable experience. They explain that Q4 is like an intensive expert-level course, offering numerous opportunities for learning and improvement. However, they stress that it is up to the individual to seize these opportunities and actively engage in the learning process. Expressing their gratitude towards the listeners who have stayed until the end of the episode, the hosts affectionately refer to them as "weekenders." They pour their hearts out and express their love for the listeners, underscoring the importance of continuous learning and education to succeed during the Black Friday season. They encourage the listeners to strive for success and achieve remarkable results in their e-commerce endeavors. Overall, the episode emphasizes that while teachers and resources can provide guidance and knowledge, the desire to learn and actively engage in the learning process is essential for success in e-commerce and optimizing performance during Q4. The episode also highlights the importance of planning and optimizing for Q4. It is mentioned that brands that plan and optimize for this period tend to perform well. The host emphasizes that Q4 continues to grow and outperform the previous year, thanks to both customer demand and brands continuously learning from their mistakes and successes. To excel in Q4, the episode suggests analyzing product data and trends to develop a product segmentation strategy for the following year. Brands are encouraged to view their advertising history as a valuable learning experience, particularly during Q4 when a wealth of data is available. This data can be utilized to make improvements and adjustments for the future. Furthermore, the episode advises brands to consider which products can perform well without heavy promotion, especially as they move forward and experience high and low seasons. Identifying consistently successful products can help brands focus their efforts and allocate resources more effectively. In addition, the episode discusses the power of SMS as a means of reaching people and its potential for customer retention and loyalty programs. The hosts assert that SMS is often underestimated and deserves more recognition for its effectiveness. By building SMS lists, businesses can establish a foundation for developing customer loyalty programs. These programs, along with retention initiatives, are crucial for not only driving initial purchase value but also extending the average lifetime value of customers. The host emphasizes the importance of maximizing the value of every new customer acquisition, with SMS being a valuable tool in achieving this goal.

Mike & Nevin dig into what eCommerce brands should be doing NOW to get ready for the Black Friday/Cyber Monday (12) rush. 2023 trends and macroeconomics have made Q4 very important for brand looking to make up lost ground. What we talk about: Nevin's fishing skills (or lack thereof) Q4 trends and what to expect What to start doing now to get ready (warming the market) The guys delve into the topic of promotional strategy, discounts, deals, and margins. Nevin emphasizes the importance of this topic, particularly for brands that have faced challenges throughout the year. They suggest that Black Friday presents a great opportunity for brands to make up for any losses or achieve their targets. During the episode, the guys stress the significance of preparing for the Black Friday, Saturday, and Monday rush for marketers and brand owners. They emphasize that this year, more than ever, it is crucial to nail the Q4 Black Friday plans. The host advises e-commerce brands to start preparing early and generate interest and anticipation among consumers by promoting their deals and discounts ahead of time. Additionally, they highlight the importance of identifying the best deals within the product library. They recommend that brand owners determine which products will be offered at the most competitive discounts. By focusing on these specific products, brands can attract more customers and drive sales during the Black Friday rush. Furthermore, effective communication across all channels is emphasized. Nevin suggests that brands utilize their owned media, social media, and display advertising to communicate their Black Friday offers and promotions. Whether brands are selling their own products or retailing others', it is crucial to let customers know that they will find the best deals from their brand. The host emphasizes the need for a comprehensive effort in communicating early and effectively to capture the attention of shoppers. Overall, the episode underscores the importance of preparing for the Black Friday, Saturday, and Monday rush for marketers and brand owners. It emphasizes the need to start planning early, identify the best deals, and communicate effectively to maximize sales and take advantage of the opportunities during this critical period. In the episode, the host emphasizes the crucial role of effective communication and preparation for Black Friday, particularly for new e-commerce brands. They stress the importance of starting early and implementing a comprehensive strategy across all channels, including owned media, social media, and display. This ensures that brands are visible and potential customers are aware of their offerings when shopping on Black Friday. For new eCommerce brands or those with limited experience in Black Friday preparation, the host provides advice. They suggest starting by identifying the best deals within their product library to offer on Black Friday. This involves researching the market and ensuring that the deals they offer are competitive. The host also mentions the growing trend of site-wide Black Friday promotions but highlights the option of focusing on specific products. Overall, the episode highlights the importance of effective communication and preparation for Black Friday, especially for new e-commerce brands. It emphasizes the need to start early, identify the best deals, and ensure brand visibility across all channels.

Former Google Campaign Specialist and current Finch Global Director of Paid Search Mathias Falkenberg joins the crew to share his thoughts on the future of Google Ads. He has a decidedly positive outlook for the market, but we'll have to change how we think about the channel a bit. What you'll hear: Mathias's take on how to win with Google Ads in 2024 How to get a cargo ship delivered to your house Buying a used excavator from China and shipping it to Europe What we've gained and lost with Google Ads and GA4 changes According to Nevin & Mike, one of the prominent trends in the industry is the black-boxing of campaigns. This refers to the use of automated and simplified campaign settings that require minimal customization or manual optimization. The episode highlights two specific examples of this trend: smart shopping and the transition from ECPC (Enhanced Cost Per Click) to Target ROAS (Return on Ad Spend). Smart shopping is described as a "super Fisher priced black box campaign" that allows anyone to easily pick it up and use it. It is an automated campaign type that utilizes machine learning to optimize bids and placements across various Google advertising channels, including Search, Display, YouTube, and Gmail. This campaign type aims to simplify the advertising process for advertisers who may lack advanced knowledge or experience with Google Ads. The shift from ECPC to Target ROAS is another example of the blackboxing trend. ECPC is a bidding strategy that automatically adjusts bids based on the likelihood of conversion, while Target ROAS focuses on achieving a specific return on ad spend. This shift indicates a move towards more automated and goal-oriented bidding strategies. The episode also highlights the lack of an intermediate option for power users of the Google Ads platform. Power users are described as advertisers who possess a deeper understanding of the platform and may desire more control and customization options without sacrificing the benefits of automated campaigns. This suggests that while the trend leans towards blackboxing campaigns, there remains a need for increased flexibility and customization for advanced users. In the episode, the speaker emphasizes the importance of customization in feed management. They argue that relying solely on default options like the Shopify hookup to Google Merchant Center is no longer sufficient. It is necessary to have control over the data sent to Google and the products included in the feed. To achieve this level of customization, they suggest utilizing feed management tools such as feednomics or data feed watch. The speaker warns that without customization, Google may misinterpret the data, potentially impacting ad performance and overall business success. Therefore, they urge listeners to prioritize shifting their focus and investing in feed management programs to ensure controlled and optimized data for better results. The hosts express a positive outlook on the future and emphasize the importance of focusing on the bigger picture rather than getting caught up in unnecessary details. They acknowledge that their conversations often delve into unnecessary aspects and question their actual accomplishments. They agree that it is crucial to shift priorities to meet the current demands and avoid getting too immersed in the minutiae. Additionally, they suggest looking beyond Google ads and considering the broader context. This indicates their belief in adopting a more comprehensive perspective and evaluating the overall impact and effectiveness of their strategies.

Liz Roquet - Owner/Founder of Lizzy's Fresh Coffee and (full disclosure, wife of Finch CEO Lee) - joins Mike and Nevin and reveals how she runs a successful eCommerce brand with a strategy that leans heavily on vibes. What we talk about: Can Mike pronounce "espresso?" correctly? What country has the best coffee? Why small eCommerce brands don't trust marketing agencies. And as always - can we stay on topic? Liz, who has been running her coffee roastery business for 15 years, is now considering potential growth opportunities. Despite starting the company with no prior knowledge of e-commerce and coming from an operations background in the outdoor eyewear and clothing industry, Liz has successfully created the business she envisioned. Her business operates as a mixed model, similar to a winery or tasting room, and Liz emphasizes the power of e-commerce in allowing small, locally focused businesses like hers to expand and reach customers nationwide. She has effectively utilized the online space to grow her business. However, Liz acknowledges that one of the biggest challenges in e-commerce is the inability to provide the same in-person experience that customers receive when visiting her physical store. The personal interactions and warm smiles that define the "Lizzie's experience" are difficult to replicate online. Despite these challenges, Liz remains open to exploring potential growth opportunities. The podcast host expresses interest in having Liz return to discuss her journey into the next phase of growth or other ventures she may pursue. This suggests that Liz is considering expanding her business or exploring new opportunities beyond her current e-commerce model. Overall, Liz has successfully built her coffee roastery business through e-commerce and is now contemplating potential growth opportunities. The host also expresses interest in learning more about Liz's YouTube videos and how she determines which topics work best, as they find this topic fascinating. However, they acknowledge that this discussion will have to be saved for another time. As the episode comes to a close, both the host and Liz express gratitude for each other's time and participation. The host concludes by saying, "Thanks, you guys. Cheers, buddy. Thanks for joining us, Liz. It's been awesome." Liz responds, "Yep, you're welcome. Thank you so much. Have a good one. Bye-bye." This exchange signifies the end of the conversation and their appreciation for each other's involvement in the episode.

Finch CEO Lee Roquet brings his deep knowledge of Customer Success to the podcast as Mike and Nevin talk a little too much about Apple. Metrics are great - customer loyalty is greater. Drink every time we say "People helping people." Mike laptop caught on fire in Texas. Nevin reveals his current least favorite brand. In this episode, the guys emphasize the core principle of "people helping people" as the key to success in business. They believe that organizations should prioritize assisting individuals in achieving their objectives, as this focus can lead to both success and a positive impact. The speakers note that organizations sometimes get caught up in the personalities or strengths of those in leadership positions, but what truly matters is how the organization can help people. Many clients and prospects reach out to them seeking guidance on what to do next and assistance in achieving their goals. Therefore, the speakers suggest that organizations should prioritize understanding and meeting the needs of their customers, helping them grow and succeed through services or technology. By putting the customer first and ensuring a positive customer experience, organizations can build brand loyalty and stand out in their field. Finch CEO Lee Roquet shares that starting and ending the day with the mindset of "people helping people" is crucial to them. They firmly believe that if a business stays true to this principle, it will be successful. They emphasize that the focus should be on what the business does for the customer and how it helps them grow and succeed. Mike that organizations often focus too much on the personalities at the top and their strengths. Instead, they suggest that the focus should be on helping people. They highlight the role of leaders in assisting individuals and mention that a top-down approach centered around helping people is an excellent way to guide decision-making when unsure of what to do next.Prioritizing the needs and objectives of customers and focusing on how the business can assist them in achieving success. By putting the customer first and ensuring a positive customer experience, businesses can build brand loyalty and create a strong foundation for success. Additionally, leaders play a crucial role in guiding the organization towards this principle and making decisions that align with it. Treating the customer right and prioritizing their experience is crucial for building brand loyalty and achieving success. Companies that put the customer first and ensure a positive customer experience tend to outperform their competitors significantly. The nature of the product or service a brand offers is not as important as the follow-through and effort put into creating a positive customer experience. Creating a great product is a starting point, but it is not enough. Customers need to feel proud to be associated with a brand, both as consumers and employees. The focus on the customer experience has become increasingly important in the last 25 years, particularly in the last five years. Companies now recognize the value of having a dedicated team focused on customer success and experience. In the past, resources for customer success were limited, and companies had to fight for them. However, it is now widely acknowledged that organizations cannot grow and scale without a strong focus on the customer. Investing in the customer experience, loyalty programs, and effective communication strategies is essential for retaining and activating returning customers. Understanding the profitability of different customer segments is also crucial. By analyzing the cost of acquisition and the value of returning customers, brands can tailor their marketing and engagement strategies accordingly. This back-end approach, often overlooked in favor of acquisition-focused strategies, can significantly increase revenue and lower costs for brands with product or brand loyalty.

Finch CRO Michael Hollenbeck joins Mike and Nevin for Happy Hour. In the age of automation and AI - when any Joe or Jane can spin up a solid PMax campaign - are ad agencies even necessary anymore in eCommerce? The team discusses over a cold one as they wind the week to a close. Plus, we learn a little more about Michael's personal dating life than we bargained for. Marketing and advertising agencies continue to play a crucial role in the eCommerce space, contributing to profitability. Agencies are essential in focusing on business outcomes and advocating for their interests. While ad platforms may have representatives who appear to support business owners, it is important to remember that these representatives are ultimately paid by the platform and may not prioritize the business's best interests. Furthermore, agencies consistently analyze data and possess the expertise and capacity to examine overall strategy. They offer insights beyond just optimizing return on ad spend (ROAS) and may suggest focusing on other areas, such as margins, to enhance profitability. Agencies bring value to e-commerce businesses by providing specialized expertise, strategic thinking, and advocacy, making them a vital component in driving profitability. Agencies also play a crucial role in educating and providing clarity on the metrics used in advertising. Many prospects they encounter at Finch have a fundamental misunderstanding or lack of clarity regarding which metrics they should be using. This lack of understanding can result in ineffective ad campaigns and wasted resources. Agencies invest significant time in sharing best practices and educating their clients on the most relevant and valuable metrics for their specific business goals. By doing so, agencies help their clients make informed decisions and optimize their advertising strategies. Without the guidance of an agency, brands may miss out on this education and clarity, leading to negative consequences for their advertising efforts. The speaker believes that agencies are important because they bridge this knowledge gap and ensure that brands use the right metrics to measure the effectiveness of their ad campaigns. Agencies should have pricing models that align with the individual needs and goals of each client. This means that not all clients will require the same services, and agencies should tailor their pricing accordingly. For example, some clients may already have a feed management system in place, while others may require extensive search engine optimization. By offering pricing models specific to each client's needs, agencies can ensure they provide value and avoid charging for unnecessary services. In addition to reflecting the individual needs of the client, the episode emphasizes the importance of building a relationship based on accountability and mutual trust. Trust is identified as a crucial metric that can make or break client relationships, especially in the context of performance agencies. Since every client has different goals, it is important for agencies to establish trust by delivering on their promises and consistently meeting client expectations. The episode also acknowledges that agencies do not have control over certain aspects, such as product development or the competitive landscape. However, agencies can still strive to make their pricing models fair by considering factors such as a base fee and a reduced percentage of ad spend. The goal is to find a pricing model that suits both parties, ensuring the agency is compensated fairly while providing value to the client. Overall, the episode highlights the importance of having flexible and responsive pricing models that cater to the individual needs and goals of clients. By building relationships based on accountability and mutual trust, agencies can establish long-term partnerships and deliver value to their clients.

Mike and Nevin are back at it again sharing a cold one and talking about eCommerce agencies. Has automation made them less important? Will AI be the final blow? They don't know, but they'll speculate wildly. The guys emphasize the crucial role of experienced professionals who possess deep knowledge of the ecosystem and the ability to execute effectively. They acknowledge that working with a big brand can be intimidating, especially for recent college graduates who are still learning. However, they highlight the fact that mistakes are inevitable in the learning process, and having experienced professionals can help mitigate these mistakes and ensure success. They also emphasize the importance of agencies in providing this expertise and experience. They highlight that agencies have a support team of smart and experienced individuals who know what they're doing. They emphasize that agencies can offer creative and innovative solutions, help reach target audiences, save time and money, and stay up to date on the latest trends. Additionally, agencies have a team of experienced professionals who can provide valuable insights and guidance. Overall, the episode underscores the value of experience and expertise in achieving success and avoiding mistakes. It emphasizes the importance of working with professionals who possess a wide range of talents and can navigate the ecosystem effectively. The episode also discusses the significance of agencies being open to feedback and willing to pivot and improve based on client input. It is mentioned that when an agency encounters failure, they should analyze the reasons behind it and develop a hypothesis. They should then take action to test whether their hypothesis is correct or not. This process of continuous improvement and pivoting is seen as necessary to eventually reach a profitable range of ad spend and achieve optimal results. However, the episode also raises a concern about agencies that constantly pivot based on client feedback. While this may initially please the client, it is suggested that it may not always be a positive sign. The host mentions that constant pivoting by the agency may indicate a focus on retaining clients rather than actually making them profitable. This suggests that the agency may prioritize client satisfaction over achieving successful outcomes. Overall, the episode highlights the importance of agencies being open to feedback and willing to pivot and improve, but also raises the caution that constant pivoting may not always be a positive sign and could indicate a lack of focus on profitability. In this episode, it is repeatedly mentioned that agencies are likely to continue to exist and provide value in the industry, despite the belief that they are becoming obsolete. The speaker states that agencies will probably be around until they are "long gone." They emphasize that agencies provide a second opinion, which is crucial in forming an expert opinion. This suggests that agencies offer a unique perspective and expertise that individuals may not possess on their own. Additionally, the speaker mentions that as long as agencies can outperform an average PMAX campaign, there will always be a reason to hire them. This implies that agencies have the ability to deliver results and achieve better performance than individuals or other alternatives. Furthermore, the episode highlights the importance of the talent that agencies possess. The speaker emphasizes that agencies thrive on the talent they maintain and retain. This suggests that agencies have a pool of experienced professionals who bring valuable skills and knowledge to the table. Overall, the episode suggests that agencies will continue to be relevant and provide value in the industry due to their expertise, ability to deliver results, and the talent they possess. Despite the belief that agencies are becoming obsolete, they are likely to remain an important part of the industry.

Mike and Nevin grab a cold beverage and talk about avoiding the ROAS Trap. As capital has become more expensive, eCommerce brands should look to get smarter about the metrics they use to gauge success. ROAS leaves us wanting. They delve into the significance of capital efficiency in the eCommerce industry, particularly during periods when capital is not readily available. They explain that businesses in this sector have been fortunate to experience a time of abundant and inexpensive capital, with investors eagerly supporting software, online e-tailers, and e-commerce companies. However, this trend has begun to slow down, compelling the industry to confront the necessity of capital efficiency. Capital efficiency entails making wise use of the funds a business is able to acquire. It involves maximizing the impact of every dollar to effectively grow the business. The guys note that there was once a time when growth at any cost was the norm, but now it is crucial for businesses to be as efficient as possible with their capital. They also stress the importance of stretching every dollar as far as it can go, given the current scarcity of inexpensive capital. They emphasize the need to maximize the impact of advertising on the business, rather than solely focusing on brand building. They mention specific metrics, such as return on advertising spend (ROAS), that can help gauge the effectiveness of advertising efforts, requiring mathematical calculations or the use of partner platforms. Overall, the episode underscores the significance of capital efficiency in the eCommerce industry, particularly during periods when capital is not readily available. It encourages businesses to be strategic with their financial resources and to make every dollar count in order to effectively grow their business. Digital marketing is an iterative process and that there is no one-size-fits-all strategy. Marketers cannot risk their entire marketing budget on a single hunch or expect every campaign to be successful. Experimentation and A/B testing is important in social media, display advertising, search campaigns, and Amazon campaigns. Some campaigns may not yield desired results. You need to continuously try different approaches to find successful strategies. It's important that you're able to pivot and adjust strategies based on the obtained results. Avoid agencies that claim all their campaigns will be profitable, poppycock. Instead, focus on the overall health and sustainability of the business, rather than getting caught up in individual metrics. Capital efficiency refers to maximizing the impact of every dollar in a business. The guys mention that in the past, there was a time when growth at any cost was the priority, but now it is crucial to be as efficient as possible with financial resources. Make every dollar go as far as it can in order to effectively grow a business. The hosts also highlight that the current economy may not provide as many emergency resources, so it is crucial to ensure that a business is in a healthy position before investing more money. They stress the importance of analyzing the market, the overall efficiency of the brand, and the potential for profitability before scaling up operations. Rushing forward without considering these factors can lead to disastrous financial losses. The eCommerce and online industry has experienced a significant influx of capital in the past, with investments pouring into software and eCommerce companies. However, this trend has started to slow down, prompting businesses in this industry to prioritize capital efficiency. Overall, the episode underscores the importance of making every dollar work as hard as possible to effectively grow a business. It emphasizes the need to consider profitability, efficiency, and the overall financial health of the brand before scaling up operations.

Mike and Nevin sit down at the end of the week for a Happy Hour chat about the ROAS trap that many eCommerce brands could be falling for. What is the ROAS trap anyway and how did the eCommerce market get to a place where it's possible? The episode delves into the shifting focus within the eCommerce industry, transitioning from a mindset of unlimited growth to one that prioritizes capital efficiency and profitability. In the past, during the "golden days of tech and eCommerce," there was a prevailing belief that the industry would continue to experience exponential growth and that access to easy capital would always be readily available. However, as the economy began to decline in 2022 and 2023, money became scarcer and interest rates started to rise, making it more challenging to obtain easy capital. This change in the economic landscape has prompted a shift in mindset within the eCommerce industry. Instead of solely pursuing rapid growth and embracing the "move fast, break things" mentality, businesses are now placing greater emphasis on capital efficiency and profitability. The episode underscores the significance of maximizing the value of a business's resources and generating profits from them. This shift towards profitability is seen as a response to the evolving economic conditions and the necessity for businesses to operate in a more sustainable and efficient manner. The episode also touches upon the expansion of the online money-making economy, encompassing eCommerce, ad platforms, and other online revenue streams. This ecosystem has been growing since the tech boom of the 90s. However, it is suggested that there may be limitations to the continued growth of this economy, potentially leading to challenges or reaching a point of saturation. Rather than experiencing a complete burst of the bubble, the industry may have reached its peak and is now encountering a slowdown or deflation. Overall, the episode highlights the eCommerce industry's shift towards capital efficiency and profitability, as businesses adapt to changing economic conditions and strive for sustainable growth. It's worth noting that there is no mention of a blog post about the "ROAS trap" in the episode transcript. The episode serves as the inaugural episode of Ecom Chats Happy Hour, hosted by Nevin and Mike, who respectively work in marketing and as an eCommerce specialist at Finch. They begin by introducing themselves and their roles at Finch. Nevin mentions that he manages the marketplace program for their North American clientele and also handles the data feed and back-end aspects of Google Shopping and Performance Max campaigns. They explain that Ecomm Chats Happy Hour is a podcast where they gather on Fridays to discuss their week and the topic of the day. They emphasize that the podcast aims to foster a casual and relaxed conversation, hence the happy hour theme. In this first episode, they delve into a topic they refer to as the "ROAS trap," which pertains to return on ad spend. Nevin mentions that he has written a follow-up blog post on this topic, which will be released in the future. Concluding the episode, Nevin and Mike express their gratitude to the listeners for joining them and extend their wishes for a happy weekend. They conclude by stating that this is the inaugural episode of Ecom Chats Happy Hour.