Topic

Marketing

A collection of 9 issues

Building strong foundations with Shopify based on the fundamental principles of ecommerce success—part 2

If you are not building your business on a foundation of core ecommerce fundamentals, you are wasting time, money, headspace, and resources. You are likely focusing on the minutiae and things that don’t matter now.

What is the best Shopify agency—based purely on their positioning statement?

A roundup of the positioning statements of many of the top Shopify agencies. Who would you choose to work with based on positioning alone?

Beware of GPT3’s Overconfidence: It May Not Always Be Right

No matter how wrong or off-base they are, GPT3 has a strong tendency to generate responses as though they’re the absolute authority on the subject. But, are they?

DTC has replaced “the middle-man” with numerous other costs—and it’s arguably more expensive and less effective than traditional distribution channels

Most new (and many well-established) direct-to-consumer brands grossly underestimate how challenging and expensive it is to find and acquire good customers.

Connecting marketing initiatives between the physical and virtual worlds

I am often surprised that so many brands send out direct mailers with no easy link between the physical and virtual experience—and no clear call-to-action or incentive to make a purchase.

Sustainable ecommerce growth has a complexity problem

We need to get back to basics. We need to have a relentless focus on simplicity—on foundational best-practices. We need to eliminate as many of the moving parts as possible to make it easier to diagnose problems and easier to identify the squeaky wheel or where to apply the grease.

What are the foundational first-principles of DTC ecommerce growth?

I’m working on a hypothesis exploring the foundational first-principles of DTC ecommerce growth—and I’d love some feedback.

“Media Champions” Interview

A brief chat about the importance of authentic storytelling, community-building, and some of the changes I am seeing in how consumers are interacting with brands’ websites.

Are you leveraging email flows and automations on your store?

When I audit ecommerce brands, one of the first things I look at is their email and SMS automation flows. What I often find is that brands are barely using any flows or automations or, if they are, they’re not AB testing or tweaking and optimizing the flows for continual, iterative improvements.