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Shownote available on: https://2xecommerce.com/podcast/ep453/
S9 EP54:
In this episode of the 2X eCommerce Podcast, host Kunle Campbell delves into marketing efficiency, a critical component of growing an eCommerce business sustainably. He introduces the “PROFIT Framework,” a strategic guide designed to help businesses maximize returns on their marketing investments by focusing on profitability. Kunle breaks down each aspect of the framework, including understanding your marketing efficiency ratio (MER) and contribution margin, retargeting and demand capture, demand generation optimization, and the effective use of email and SMS marketing.
The PROFIT Framework
P: P&L Impact and Marketing Efficiency Ratio
Understanding the marketing efficiency ratio (MER) and how contribution margin plays a key role in ensuring profitability.
R: Retargeting and Demand Capture
Strategies for retargeting to capture warm leads at a lower cost, and the types of content that work best for demand capture.
O: Optimizing Demand Generation Activities
Kunle discusses the importance of demand generation and how UGC, influencer content, and branded videos can fuel this process.
F: Frequency and Relevance in Email and SMS Marketing
The role of segmentation, frequency, and deliverability in maximizing email and SMS marketing effectiveness.
I: Integration Across Channels and Tools
How integrating data from all departments improves the efficiency and effectiveness of marketing efforts.
T: Testing and Continuous Improvement
Kunle highlights the importance of continuous testing, from creative formats to landing page optimizations, ensuring ongoing improvement.
- (00:00) - Introduction to Scaling eCommerce in 2024
- (00:46) - Maximizing Marketing Efficiency with the PROFIT Framework
- (02:01) - Understanding the P&L Impact on Marketing Efficiency
- (06:38) - Retargeting and Demand Capture Strategies
- (07:56) - Optimizing Demand Generation Activities
- (11:10) - Boosting Visibility with Reviews and Ratings
- (13:35) - Effective Email and SMS Marketing
- (17:19) - Integrating Channels and Tools for Marketing
- (19:43) - Continuous Testing and Iteration for Success
- (23:24) - Conclusion and Key Takeaways
Connect with 2X eCommerce:
- Website: 2X eCommerce Website → https://2xecommerce.com/podcast/
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- Twitter: 2X eCommerce Twitter → https://twitter.com/2XeCommerce
- YouTube: 2X eCommerce YouTube → https://www.youtube.com/@2XeCommerce/
Get a Copy of Kunle’s Book
Elevate your e-commerce game with Kunle Campbell's book, "E-Commerce Growth Strategy: A Brand-Driven Approach to Attract Shoppers, Build Community and Retain Customers." Discover practical strategies and insights to boost your e-commerce growth.
- Buy on Amazon → https://amzn.to/3ybY6WS
- Buy on Walmart → https://bit.ly/3swOuDe
- Buy on Kogan Page → https://bit.ly/44DylLn
- Buy on Barnes & Noble → https://bit.ly/3Pgd4B4
- Buy on WHSmith → https://bit.ly/4bfr9r3
Sponsors:
This episode is brought to you by: REVIEWS.io
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Creators & Guests
- Kunle Campbell - Host
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