Measured’s Post

When marketers can show exactly how marketing spend drives consumer action - and delivers profit - CFOs will be looking for more money to hand over.💰 Learn how retail marketing expert Dave Lokes (ex-Footlocker, Oriental Trading Company) built a fully self-funded, incrementality-powered flywheel in this detailed guest post: https://okt.to/Hbh3mu

When marketers can show exactly how marketing spend drives consumer action - and delivers profit - CFOs will be looking for more money to hand over.💰 Learn how retail marketing expert Dave Lokes (ex-Footlocker, Oriental Trading Company) built a fully self-funded, incrementality-powered flywheel in this detailed guest post: https://okt.to/iaVcCk

In your DTC business, the person/ team, that is responsible for running your paid media holds a lot of responsibility. These people are not responsible for the finances of your business, but they should be fully able to speak to your financial goals. Many successful ecommerce operators are running highly successful businesses with marketing efficiency below with 3 or below. This metric MER (Marketing Efficiency Ratio) = Net Sales / Marketing Spend. If you’re running a DTC business and doing approximately, $5,000,000 per year, with an MER of 3 your marketing budget for the year is $5m / 3 = $1.66m. In this case this is a THIRD of your revenue and likely the heaviest line of your P+L. If paid media is going to be a large line item on your P+L (if you’re running DTC, it will be) just be sure that whoever is responsible for this budget allocation has a clear understanding of your unit economics, your financial goals and is reporting to you on what matters - profitability. If you’re still relying solely on ROAS metrics as your primary gauge of success, there is likely a lot of lot problems and opportunities here that you’re missing! Drop us a DM today for a StoreHero trial 

Online #salesstrategies evolve at a rapid pace, and businesses continually face new challenges in the #competitivelandscape. A #digitalshelf showcases your products across a wide range of touch points, centering on the channels and experiences that get the most attention from your #targetaudience. My blog looks at how the digital shelf supports a company’s go-to-market plan and their business objectives. https://lnkd.in/gsccipbu

On my first day, my marketing mentor said, “You learn 80% of performance marketing in the first two weeks; the last 20% takes years.” I can now confirm this is true. No matter how sharp your creatives or how savvy your media buying strategies are, you won’t see results if- ❌ Your products are constantly out of stock. ❌ You’re selling items with razor-thin margins (or worse, at a loss). ❌ Your discount codes are slashing profits too much. ❌ You’re promoting products that frequently get returned. But it’s more than just logistics: ✅ Your product needs to be genuinely great. ✅ Your brand’s reputation has to be rock solid. Here’s a reality check: We had a brand come to us, baffled by plummeting ad performance. A quick Google search told us everything we needed to know—a 2.1-star rating and hundreds of negative reviews over the past year. No amount of advertising can mask a bad product or a damaged reputation. So, what should you do instead? 🔹 Keep your best sellers in stock and focus on those with the highest margins. 🔹 Adjust ad spend or pause campaigns when stock levels drop. 🔹 Ensure every product is profitable after accounting for ad costs and shipping. 🔹 Revisit your discount codes—they should boost sales, not kill your margins. 🔹 Avoid promoting products with high return rates. 🔹 Invest in product quality and brand trust. Remember, it’s not just about tracking metrics; it’s about making strategic moves. What’s your top tip for keeping ad performance strong? #AdPerformance #EcommerceTips #MarketingStrategy #BrandReputation #ProductManagement #ProfitabilityMatters #BusinessGrowth #CustomerExperience #InventoryManagement #SmartMarketing #DigitalMarketing #BrandSuccess

You know how the marketing report says "go ahead", ramp up in that one unicorn channel with the big ROAS. So you do it and the marketing report says "it worked" but the CFO says "it definitely didn't work." That's the problem we solve for ecommerce brands by showing you how to migrate from measuring a click path to measuring what actually drives incremental sales. We also manage ad campaigns really well. If your ecomm brand attends a discovery meeting, we'll send you one of these to carry your coffee around.

If you're one of the many #retailers following the 4-5-4 calendar, your budgets are set for the new fiscal year starting January 28th. Now you've got to get the most out of them. Your #cfo wants to know how your #cmo is going to drive the most incremental orders and revenue. Here's how you maximize budgets for shoppers who can be influenced by #marketing, and optimize it for shoppers who would purchase regardless of your #marketingcampaigns.

Setting your marketing budget as a % of revenue is as impractical as budgeting for groceries based on your shoe size. (It doesn't make sense, right?) Instead, your budget should be a simple equation: (# of Customers You Need to Hit Revenue Goal) x (Target Customer Acquisition Cost) That's it! No "well the benchmark report said..." Your budget should be 100% driven by your growth goals and unit economics. ✘ Anything else is just marketing budget roulette. Agree/Disagree? Let me know in the comments!

Wise words for marketers to take note of, per Les Binet "We need to start talking the language of finance. Commercial advertising is always about sales and profit, even if the payback takes time. Stop talking about “awareness” and “image” and start talking about “cashflow” and “shareholder value”. If we can measure and prove that brand ads generate profit, CFOs will give us their blessing." https://lnkd.in/g2njDzJ4

Blog Alert: Nift’s 2024 Marketing Channel Diversification Report Discover the secrets to effective marketing channel diversification in our latest blog post. Learn how DTC marketers can achieve their CPA, ROAS, and net new customer acquisition goals by leveraging insights from Nift’s Marketing Channel Diversification Report, included in the eBook Navigating Success: Insights from Marketers on Channel Diversification. 👉 Read the full blog: https://hubs.ly/Q02QfKqs0 #Nift #DTC #Ecommerce #NiftAdvertising #MarketingChannelDiversificationReport