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Summary:
Marin, a partner at the Inspire agency, shares insights on media buying for DTC e-commerce. He discusses the difference between spending seven and eight figures, his methodology for media buying, and the process for matching audience and creative. Marin also explains his four-step account setup and his daily media buying plan. He shares his thoughts on day trading budgets and the influence of consumer behavior on ad performance. Additionally, he discusses the importance of balancing retention and new customer acquisition and the metrics he uses to measure success. In this conversation, Marin discusses various topics related to advertising and media buying. They cover platforms and advertising results, exploring other advertising platforms such as Pinterest, Snapchat, Twitter, and TikTok. They also touch on YouTube advertising and the challenges and opportunities it presents. Marin shares insights on LTV considerations and strategies for increasing the value of a customer. They discuss juicing the funnel for big events and how to set targets and forecast for media buying. Finally, they talk about the advantages of using Tyson's DTC dashboard for tracking and analyzing advertising performance.
Takeaways:
Media buying is just one part of a successful DTC e-commerce strategy, which also includes infrastructure, product-market fit, influencers, and other marketing channels.
A comprehensive media buying methodology includes utilizing various strategies and tools, such as audience targeting, cost cap, and advantage shopping plus, to maximize efficiency and results.
Optimization should be based on trends and a combination of metrics, including ROAS, AOV, conversion rate, and creative performance.
Understanding consumer behavior and aligning media buying strategies with key events and trends can have a significant impact on ad performance.
Balancing retention and new customer acquisition is crucial for sustainable growth, and metrics like new customer ROAS can help guide decision-making. Different advertising platforms yield different results, and it's important to match the content to the platform and the audience.
YouTube advertising requires a different approach and more intentional creative strategies, such as using VSL-style ads with strong scripting.
Consider LTV and customer value when planning advertising campaigns, and explore strategies for increasing the average order value and upselling to existing custome
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