This week in ecom had some real “oh, that’s moving” energy.
Private label is getting sharper. Personalization is getting weirder. Return fraud is getting more annoying. And the platforms are, once again, promising to make shopping “better” for everyone involved... which usually means more work for somebody.
Is it you? Who’s it? FML. 🤦
Tweet of the Week
YouTube University:
How to Break Through Your Next Growth Ceiling | Limited Supply
Your growth plan does not need another identity crisis.
Most teams try to expand reach by chasing a new channel, a new format, a new shiny little distraction. Very ambitious. Very unnecessary.
This piece makes the much less glamorous, much more useful point: there are three levers for growing your content surface area, and most people pull them in the dumbest possible order.
First get better.
Then do more.
Then go wider.
Not the other way around.
It’s a simple framework for anyone trying to grow without turning their marketing team into a raccoon fight in a group chat.
Read the full article by Matthew Gattozzi 💎
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Quick Shots
Wayne Shireffs The best media buyer I've ever watched operate told me last week he's done with the game. This guy has managed more ad spend than most agencies will see in a lifetime. Now, he told me he’s done.
@Seanfrank Easiest way to make money in Ecom: 1- sell services.
Barry Hott If you're running Meta ads, you should seriously be considering Incremental Attribution, especially if you're currently using 7dc1dv
@gregisenberg We'll soon see the rise of the "Chief Clipping Officers" at companies
@stevenborrelli when TARIFFS hit last year margin went from 79% to 59% overnight!
Here for the Memes
Top Headlines this Week
Best from LinkedIn
CEO: I can't approve "brand marketing" spend if I can't measure the return, even if it's needed to get out of stage 3
New CMO: i agree. i think brand marketing is bullsh*t
CEO: what?
CMO: when CFOs and CEOs hear "brand marketing", they think: unaccountable, expensive, and money wasting. the vocab's gotta change
CEO: you're not wrong
CMO: it's a classic story...team gets approval to do a "brand campaign". they go off, find an agency, create an expensive ad, and run it on tv. then they wait. ultimately, everyone ends up asking: so...what happened?
CEO: happening as we speak
CMO: then, that one-off attempt gets chalked up as a loss, and future attempts get rejected because of the sour taste left in everyone's mouths
CEO: just did that 10 minutes ago
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Stat Attack
The Outro
Alright you rascals, that’s it for this one! Tip your waitress a full sheet of foodstamps in this hellish economy built for only those as brutish and tough as the vikings themselves.
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