Hey there. Thanks for tuning into
the E-Commerce Evolution podcast.
Speaker:We want to take just a minute and tell
you a little bit about my agency OMG
Speaker:Commerce. Now we work with some of your
favorite eight and nine figure DTC and
Speaker:omnichannel brands.
Speaker:And our specialty is profitable scale.
Speaker:We love taking great brands and
amplifying their growth profitably.
Speaker:We've helped a number of brands go from
zero on YouTube to spending as much as a
Speaker:million dollars in 90 days
while hitting a CAC or
Speaker:CPA target.
Speaker:We've also helped multiple brands
launch on Amazon or just add
Speaker:scale to Amazon.
Speaker:We took Boom Beauty from zero to
almost $6 million in sales their
Speaker:first 12 months on Amazon.
Speaker:So if you're not satisfied with
your current level of growth,
Speaker:if you're looking to diversify channels,
Speaker:maybe you're a little too dependent
on meta and you want to add YouTube or
Speaker:you're not pleased with
your Amazon growth,
Speaker:then we need to chat.
So visit
Speaker:us omgcommerce.com, click
the Let's Talk button.
Speaker:We'd love to schedule a complimentary
strategy session with you.
Speaker:And with that back to the show.
Speaker:Well hello and welcome to another edition
of the E-Commerce Evolution podcast.
Speaker:I'm your host, Brett
Curry, CEO of OMG Commerce,
Speaker:and today is a unique episode.
I'm flying solo on this episode,
Speaker:and I thought this would be important
to kick off 2026 by talking about
Speaker:seven habits that the best brands adopt
Speaker:that struggling brands do not.
Speaker:And so if you want to make
this your best year yet,
Speaker:which I think everything's going to line
up this year to make it possible for
Speaker:this to be your best year, yet,
Speaker:you need these habits in your business.
And here's what's interesting.
Speaker:As an agency, we were with a lot
of eight and nine figure brands.
Speaker:We partnered with brands
like Native and Mando,
Speaker:dude Wipes and Jones Row
Beauty and Crumble Cookie
and a bunch of others. And we
Speaker:just get to see the way a
lot of great brands operate.
Speaker:We get to watch tens of millions
in spend through various
Speaker:MTA platforms and in platform and
where we're strategizing and measuring.
Speaker:And so we have a very unique perspective
as an agency at OM OMG Commerce.
Speaker:And so I want to share with you what I
believe you need to do to make this the
Speaker:best year yet. I love
the book Atomic Habits.
Speaker:I fully believe what James Clear says
that you don't rise to the level of your
Speaker:goals, you fall to the level
of your systems. And really,
Speaker:systems is just another word for habits.
Speaker:And then I've also heard another
quote recently that I love,
Speaker:and this is one that I've had to apply
to OMG to my own business, my own life.
Speaker:It's, Hey,
Speaker:your current system is perfectly
designed to get the results you're
Speaker:getting right now.
So don't like your results,
Speaker:change your system or change your
habits. So I've got seven of them.
Speaker:Let's get after it. First
one, the best brands.
Speaker:They measure only what's actionable.
Speaker:You can always tell if there's someone
kind of new to digital marketing,
Speaker:new to Google Ads or new to Meta or just
new to DTC because they're just going
Speaker:to puke up information.
They put together a deck,
Speaker:it's going to be loaded
with every metric possible.
Speaker:You have a discussion with them,
Speaker:they're going to talk about all kinds
of stuff and a lot of it just does not
Speaker:matter. However, the best
strategists, best agencies,
Speaker:best brands,
Speaker:they know the numbers that matter and
those numbers are the ones that are
Speaker:actionable. Now, I like having more data.
Speaker:I think having more data can be good,
Speaker:but only if you know what to do with it.
And I think only if you go into
Speaker:building a dashboard or running a meeting
or building a deck with the idea of
Speaker:here's what we're going
to do based on this data.
Speaker:So I'll give you three questions
that I really like before
Speaker:starting some new initiatives, some
new marketing or growth initiative.
Speaker:And this will help you
measure what's actionable.
Speaker:So we get the privilege of working with
some pretty big brands who haven't run
Speaker:YouTube, right? We're known as a
YouTube agency. We do more than that,
Speaker:but that's what we're known for.
Speaker:And so there were some pretty big brands
that have never been able to crack the
Speaker:code on YouTube and we
help them scale on YouTube.
Speaker:A few of the questions we ask ourselves
and then we discuss with the brand
Speaker:before we launch are these. So one,
Speaker:what do I expect to see?
So week one, month one,
Speaker:month two, as we start to
scale, what do I expect to see?
Speaker:What metrics do I expect
to be able to get an early
Speaker:read on? And when I do,
what does that mean?
Speaker:So what do I expect to see?
Speaker:When do I expect to see it?
Speaker:And then if what I see is better
than or worse than what I expected,
Speaker:what am I going to do?
Speaker:And so thinking this through
ahead of time is critical.
Speaker:Otherwise you get a few weeks into a new
initiative or a new campaign or a new
Speaker:channel and you're like, well,
here's the data. I dunno,
Speaker:let's keep going, I guess.
Speaker:And so a few things we'd want
to look at as an example.
Speaker:So lemme just break down
YouTube for you a little bit.
Speaker:We have different benchmarks we like
to look at for a variety of metrics,
Speaker:but a few of them are view, rate
and click through right now,
Speaker:these numbers don't really matter
in the sense that all I want is
Speaker:sales, right? I want incremental
new sales, I want new customers.
Speaker:I want this channel to grow my business
to drive new demand, things like that.
Speaker:But all of these numbers
have a meaning and can
Speaker:then inform an action.
Speaker:So I've got different benchmarks I want
to see as far as view rate goes across
Speaker:different placements,
Speaker:whether that ads running on TV or shorts
or mobile nons shorts or tablets or
Speaker:desktop or whatever. I know what
I'm expecting based on a category,
Speaker:based on a type of ad. If it's lower
than that, I'm going to say, Hey,
Speaker:I don't like the targeting. We're
speaking to the wrong people. Or two,
Speaker:maybe I don't like the hook of this ad
or this ad isn't as good as we thought
Speaker:because the numbers are showing
it. So if we see these numbers,
Speaker:here's what we're going to do.
Speaker:We're going to tweak the audience and
then we're going to go back to the drawing
Speaker:board a little bit or tweak the ad.
So this is what I expect,
Speaker:when will I expect to see it? And then
what action am I taking because of that?
Speaker:Another just quick nerdy
thing that's YouTube related,
Speaker:but this applies to really any area of
business. Looking at numbers like this,
Speaker:inside of YouTube,
Speaker:we see things that are called
engaged click conversions and
Speaker:engaged view conversions.
Speaker:So conversions that are click-based
versus conversions that are more engaged
Speaker:view based.
Speaker:Well that breakdown or
that composition can change
Speaker:over time. Where some campaigns are
driving a lot of click conversions,
Speaker:some campaigns driving a lot
of view conversions. Well,
Speaker:I want to come into a campaign saying
this is what I expect it to be.
Speaker:If it's say more view based and less
Speaker:click-based,
Speaker:then I'm going to have to look at
my in platform numbers differently.
Speaker:I'm going to have to look at my triple
whale or north view numbers a little bit
Speaker:differently. So this is what I
expect, but then based on what I see,
Speaker:here's how I'm going to look at
this a little bit differently.
Speaker:These are the actions I'm going to take.
Speaker:So I believe every
internal marketing meeting,
Speaker:every agency update,
Speaker:every meeting you have with
yourself looking at something is,
Speaker:here's what I expect. Here's
when I would expect it.
Speaker:Here are the actions I'm
going to take when I see this.
Speaker:So measure only what's actionable.
That's habit number one.
Speaker:Habit number two, the best
brands respect momentum,
Speaker:right?
Speaker:Little actions today compound and
we'll make a difference in Q2,
Speaker:Q3, Q4, and next year. It
was really interesting.
Speaker:We managed a ton of
spend this past holiday,
Speaker:black Friday, cyber Monday was
really great for most brands.
Speaker:What's interesting is those that crush
and we had some big brands who were up
Speaker:over a hundred percent year over year
for Black Friday Cyber Monday. All of the
Speaker:brands that did well also
had very strong Q2 and Q3
Speaker:numbers.
Speaker:There was a couple of brands that did
not hit their numbers for holiday,
Speaker:they were struggling. And you know what?
Speaker:Those brands had been struggling all
year. Maybe it was inventory related,
Speaker:maybe there were some measurement issues,
Speaker:maybe there were some other
underlying factors in the business,
Speaker:but it was a reminder to me,
Speaker:you can't just flip a switch and
suddenly crush it as a brand.
Speaker:Momentum matters. So I was just
looking at this for a brand recently.
Speaker:They came to us and said, Hey, our
return customer numbers are down.
Speaker:And we got looking a little
closer and we're like, yeah,
Speaker:you missed your new customer
number for three or four
Speaker:months in a row.
Speaker:And so return customer numbers are
predicated on those new customer numbers.
Speaker:And so we've got to build that momentum.
You can't just survive off of
Speaker:efficiencies with return customers.
Speaker:You have to be driving new customers.
Speaker:You can't just let things run
in platform and then expect
Speaker:to see improvements on search
and shopping and with your
Speaker:meta retargeting if you are not doing
the little things day in and day out.
Speaker:And so making little tweaks,
little adjustments, 1%
improvements here or there,
Speaker:stack those up over the course of a
month and over the course of a year
Speaker:and you are dramatically better
than you were before. Again,
Speaker:that's kind of a principle of atomic
habits. I get 1% better every day.
Speaker:I'm actually 360% better at
the end of the year than if I
Speaker:just wait and try to make big
sweeping changes in one fell swoop.
Speaker:And so that totally
applies to ad channels and
Speaker:everything else.
Speaker:And so another thing I would look at
is we see this all the time inside of,
Speaker:we manage a lot of Google ad
accounts and we'll see man,
Speaker:branded search really took
a dive this month. And just
Speaker:side note, I don't think branded
search paid search is very incremental.
Speaker:I think you should really limit
it, and there's ways to do that,
Speaker:but it's still something that you want
to measure whether you're paying for it,
Speaker:it's all organic. Usually though,
if branded search is down,
Speaker:it's because meta is down
or YouTube is down or TV is
Speaker:down.
Speaker:So we have to respect
momentum and know that
Speaker:momentum is built over time.
If you want a great q4,
Speaker:a great holiday in 2026,
that starts right now.
Speaker:Habit number three, the best brands,
Speaker:they have the right mix of brand plus
Speaker:performance.
Speaker:One of the trends I'm seeing and I'm
hearing from some of our best clients is,
Speaker:Hey, they're investing in organic social,
Speaker:they're investing in some organic
reach. They want to build their brand.
Speaker:And if you think about
brand, what is that? Right?
Speaker:That's its personality,
its style, its positioning,
Speaker:and one of my favorite definitions for
positioning is what the product does
Speaker:and who it's for.
Speaker:So Tylenol is this is like the any,
Speaker:it's the headache medicine
really for everybody. Advil,
Speaker:it's the aches and pain
medication really, again,
Speaker:for anybody who is Nike.
Speaker:Nike is the performance
footwear, athleisure,
Speaker:whatever for athletes, people that play,
Speaker:it's for athletes, right? I'm
wearing OnCloud shoes right now.
Speaker:I love OnCloud shoes. I don't really
know how they want to position it,
Speaker:but as I observe people that
are wearing on clouds, I'm like,
Speaker:this is kind of position for people
over 40 that probably have pain in their
Speaker:knees and they're wearing on clouds.
Speaker:I don't think that's actually on
clouds positioning. I just see that.
Speaker:Or people that are in the
nursing profession or on
their feet all the time or
Speaker:whatever.
What is your brand or positioning?
Speaker:I'm a believer that brand
is the ultimate moat.
Speaker:It's the hardest thing to duplicate.
It's the hardest thing to recreate.
Speaker:It's why I'm not bullish
on pure Chinese sellers of
Speaker:stuff on Amazon. I'm
very bullish on brands.
Speaker:So build a brand, but brand
can be a little bit squishy.
Speaker:I can be a little bit
squishy and hard to measure.
Speaker:And so getting the right mix
of brand plus performance,
Speaker:and we see this now and we have the
privilege of working with native deodorant
Speaker:as an example, working with
Moise Ali, the founder,
Speaker:all the way through the exit with p and
g and then in part of the p and g for
Speaker:five years. And so I got
to see it firsthand there.
Speaker:I think some people look at the
bigger companies and they say, oh,
Speaker:well they're just worried about brand.
That's all they care about. No, no, no.
Speaker:They're measuring all kinds
of stuff. Very sophisticated.
Speaker:We helped native grow in retail store.
Speaker:There's some really sophisticated
ways to measure that.
Speaker:But what the bigger brands know is
that running top of funnel and building
Speaker:brand demand can be extremely profitable.
Speaker:But on the performance side, we know
that we have to measure everything.
Speaker:Everything we do has
to be held accountable.
Speaker:My YouTube ad has to be accountable.
Speaker:All of my meta ads have to be accountable
if I test connect the TV or if I'm
Speaker:running Apple 11, all of
it has to be accountable,
Speaker:but it's all measured a
little bit differently.
Speaker:I'm going to measure my YouTube a
little bit differently than I measure my
Speaker:Google shopping.
Speaker:I'm going to measure my prospecting meta
differently than I'm going to measure
Speaker:my retargeting meta and I'm
going to measure all that
differently than I measure
Speaker:my app.
Love it.
Speaker:And so having the right mix of brand
Speaker:plus performance is incredibly valuable.
Speaker:I heard on one of my favorite
podcasts, marketing Operators podcast,
Speaker:shout out to the Connors and Cody,
Connor McDonald and Cody pla.
Speaker:They were talking about,
Hey, I think brand spend,
Speaker:you should be able to put
it on the balance sheet,
Speaker:capitalize that because it's valuable.
It's like building a location. Really,
Speaker:you can't do that, but
it kind of makes sense.
Speaker:Spending and investing in brand pays
dividends for a long, long time.
Speaker:But the best brands,
Speaker:the top brands get the right
of brand plus performance.
Speaker:You need to think that in
Speaker:habit number four related,
but the best brands,
Speaker:they get the right capture
and demand generation.
Speaker:And so this is the world we've
lived in for a long time,
Speaker:being a Google and a YouTube
shop and an Amazon shop,
Speaker:is that there's a lot of activity,
Speaker:a lot of growth to be had across most
verticals by just capturing existing
Speaker:demand,
Speaker:right? We're consulting right now with
a very large auto parts manufacturer,
Speaker:and we've assessed their
business right on audit,
Speaker:and we believe we can grow them
tremendously by a few multiples
Speaker:just by leaning into demand capture
on Amazon. So we're going to do it,
Speaker:but throw in some demand
generation there and you've
Speaker:got a real winning formula.
Speaker:So this mix of demand capture
and demand generation,
Speaker:it does vary based on your
product. So boom by Cindy Joseph,
Speaker:longtime client, shout
out to or Firestone, we've
managed their Google YouTube,
Speaker:I think for nine years, 10
years, something like that,
Speaker:maybe a little bit longer.
Helped them launch on Amazon.
Speaker:They went from zero to 6 million a
year their first year on Amazon when we
Speaker:launched them.
Speaker:But this is one of those brands that's
interesting in that in the early days,
Speaker:nobody was looking for age cosmetics.
That was not a search term.
Speaker:They kind of invented it, so
nobody was looking for that.
Speaker:So everything really had to be very
top of funnel or bottom of funnel.
Speaker:There's really no mid funnel because
there wasn't existing demand for their
Speaker:product. Now over time,
they've created this category.
Speaker:Now a lot of skincare companies are
talking about age and things like that,
Speaker:and so now there is kind of a mid funnel
and there is some existing demand that
Speaker:other people are creating that boom can
go and capture. But in the early days,
Speaker:it was all demand gen and a little bit
of bottom of funnel demand capture with
Speaker:auto parts.
Speaker:There's a whole lot of demand capture
right there in the middle of the funnel
Speaker:that you can just go get and you'll still
do better to run some top of funnel,
Speaker:some demand gen as well.
So the best brands get the right mix.
Speaker:What does that look like?
Speaker:What should that look like for you and
where are you missing opportunities?
Speaker:We see this all the time, again,
Speaker:because of the nature of our agency where
someone's smashing it on meta and we
Speaker:help with meta as well, but
they're smashing it on meta,
Speaker:but they've ignored non-brand
search. Well for certain categories,
Speaker:a ton of categories, even vitamins
to auto, parts to apparel.
Speaker:People are searching for stuff on
Google and you need to get your products
Speaker:there. And so getting the right mix of
demand capture and demand generation,
Speaker:that's what great brands do.
That's what you need to do as well.
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Speaker:Next, once. This is habit number five,
Speaker:the best brands they measure
and calibrate based on
Speaker:incrementality. So really important,
I love multitouch attribution tools.
Speaker:We have clients on Trip Whale,
north Beam and others. I love them.
Speaker:They can be quite valuable connecting
data from Shopify and all the platforms
Speaker:and kind of creating their spin
on what they think is happening.
Speaker:So it's still very reliant on
click-based data, which yeah,
Speaker:mms, like prescient and many others.
Speaker:Media mix modeling tools or marketing
mix modeling tools. I love these.
Speaker:These are correlation based.
Speaker:So when spend on certain
platforms goes up or down,
Speaker:what does that do to total sales?
And with that, you can look at, hey,
Speaker:which of my optimal marketing mix be
and is this channel actually driving
Speaker:performance or not? We've seen this a lot.
Speaker:Where can we help brands launch on
YouTube or grow on YouTube where man,
Speaker:as YouTube grows, tools
like Presant will say, whoa,
Speaker:something going on here because
a sales move is happening
Speaker:when we spend more on
YouTube. But here's the deal.
Speaker:All of that needs to be calibrated
with incrementality tests, right?
Speaker:So how are we pressure testing that?
Speaker:How are we sanity checking
that and getting a good read
on whether we're looking
Speaker:mostly in platform or we're looking
at an MTA like triple or North Beam or
Speaker:whether we're using a an MM M tool.
Are we calibrating that
Speaker:with incrementality? Now, house
Analytics gold standard for sure.
Speaker:We've had the privilege of working
with House on a number of brands,
Speaker:love looking at those reports.
Speaker:Highly actionable if you
know what you're looking at.
Speaker:But there's also other places to start.
Speaker:And so this is something that Google's
leaning into. Meta is leaning into,
Speaker:I think for this year, they're
going to lean more into it.
Speaker:I think it's going to
become more table stakes.
Speaker:I think all good brands are going to
be measuring incrementality at least in
Speaker:platform if they're not doing something
like House or something more advanced.
Speaker:But we see on the Google side as an
example is they've got a couple of tools,
Speaker:but one is called conversion lift.
Speaker:And this is similar to what a house
does. House does. Geo holdouts.
Speaker:Hey, this part of the country,
Speaker:we're going to run YouTube ads in it.
This other part of the country we're not
Speaker:going to run YouTube ads
in, but everything else is
going to remain constant.
Speaker:We're going to measure sales over
the course of two weeks, four weeks,
Speaker:six weeks, plus a post treatment window.
Speaker:And then we're going to see
how incremental was YouTube,
Speaker:how many more sales did we get in these
treatment markets or test markets versus
Speaker:the control? And that's going to give us
some data on how incremental was this?
Speaker:Well, the cool thing is now Google
and Meta will do this for you.
Speaker:You got to set it up, but they can do
holdouts or what's called user holdouts.
Speaker:So what's cool about a user holdout is
basically what Google or Meta would be
Speaker:saying is, Hey,
Speaker:this is the universe of an audience
that is eligible to see your
Speaker:ad,
Speaker:meaning they fit your targeting and your
parameters and your campaign settings.
Speaker:So this is a group of people
that could see your ad.
Speaker:We're going to hold out a portion of them
and they won't see the ad and the rest
Speaker:will. And then we're going to
measure what is the difference,
Speaker:what's the difference or the delta
between those exposed to the ad and those
Speaker:not exposed to the ad.
Speaker:We did this for a large
home product brand recently,
Speaker:and it was fascinating.
Speaker:What we saw actually was the results
when they did the holdout tests
Speaker:were better for YouTube
than even in platform.
Speaker:And we were able to see kind of the
incremental lift in conversions,
Speaker:purchase conversions, and add to car
conversions and overall roas and stuff.
Speaker:It just gave a lot of confidence. It was
like, Hey, we were seeing good things.
Speaker:We were seeing traffic increase, we're
seeing all these positive things.
Speaker:We saw conversions in platform. But one
thing that happens now is even if you're
Speaker:excluding past customers and you're
excluding visitors even getting really
Speaker:restrictive on your exclusions, previous
customers are just going to sneak in.
Speaker:They're just going to sneak in there.
Speaker:And so we want to run these incrementality
studies to understand truly how
Speaker:incremental was this campaign?
Speaker:You can do the same thing with meta
now and run incrementality studies,
Speaker:and eventually we're going to be able
to optimize for incrementality and some
Speaker:really cool things like
that. And so the best brands,
Speaker:they're continuously testing
incrementality because we've also seen,
Speaker:and we've seen this with big brands
where they'll run an incrementality test
Speaker:for connected TV or for YouTube
and they'll do it through a
Speaker:non-peak part of the year. They'll
get an incrementality read,
Speaker:they'll do another incrementality read
during a sale period or during a holiday,
Speaker:and they may get a much different read.
There's a lot of noise and a lot of
Speaker:stuff going on during holiday especially,
but also during other sales periods.
Speaker:And so you've got to be continuously
looking at incrementality,
Speaker:understanding how
incremental is a channel,
Speaker:how incremental are different
offers or different ads,
Speaker:and how incremental is it at a set spend,
Speaker:because we may find that at a certain
spend, it's highly incremental.
Speaker:You go too far beyond that and
it becomes less incremental.
Speaker:And so the best brands as a habit,
Speaker:they're measuring and
calibrating for incrementality.
Speaker:Make this the year you get
serious about incrementality.
Speaker:Habit number six,
Speaker:the best brands they master
creative rhythms and creative
Speaker:diversity.
Speaker:And so this is something that we
lean into a lot as an everyone knows
Speaker:that creative is the biggest lever.
Speaker:You'll win or die as an agency
or as a brand based on your
Speaker:creative. How good is it? How does it
resonate? How much the platforms love it,
Speaker:how much the users love it, and
can we grow with this creative?
Speaker:But you got to get the
right creative rhythms,
Speaker:as we call these creative feedback loops.
Speaker:These can be very compressed very fast,
Speaker:or they can be a little bit more drawn
out depending on the channel that you're
Speaker:leaning into. But ultimately we
need to start with a hypothesis.
Speaker:Then we're going to ideate
for new ideas, right?
Speaker:Then we're going to create some ads.
Speaker:We're going to launch those
ads we're going to measure,
Speaker:and then we're going to repeat.
So based on the measurement,
Speaker:we're going to come with a new hypothesis,
new ideation, new creation launch,
Speaker:and the cycle just goes on and on.
That's going to vary though, right?
Speaker:Some of my friends that
run huge meta ads accounts,
Speaker:they're launching a hundred ads a day
on YouTube. If you're just getting
Speaker:started, you don't need nearly that many.
In fact, the system won't handle it.
Speaker:You may need a handful and then
over time, a few dozen or whatever,
Speaker:but you're constantly launching new
ads, testing them, learning from them,
Speaker:iterating, launching new ones. If
you're running TV as an example,
Speaker:we consult with bigger brands that are
successful on tv. We help with YouTube,
Speaker:but with tv, it takes a little bit
longer, right? To hypothesize, to ideate,
Speaker:to create, to launch, to measure,
and then to do the whole thing again.
Speaker:But you've got to
establish creative rhythms.
Speaker:They need to be part of your business,
structure them understand who owns them,
Speaker:who owns which parts of them so that you
can really make magic happen with your
Speaker:creative. And then also you
need creative diversity, right?
Speaker:We're seeing this all the time now
with YouTube. We love partnering with
Speaker:agencies like Raindrop, and we have
other editors who we work with,
Speaker:but the best brands, we're
with a snack brand right now.
Speaker:That was one of the fastest
starts on YouTube we've ever seen.
Speaker:But they are really succeeding because
they have some really polished,
Speaker:nice raindrop creative that
actually works great on tv,
Speaker:but also mobile and desktop.
Speaker:And then they've also got
some creator and UGC mashup,
Speaker:so some real authentic raw
type of maybe learn about how
Speaker:great the snack is,
Speaker:but they're mashed up and they got
some style to it and they look great.
Speaker:And then also top performing
videos from social.
Speaker:And so we see this a lot
now across YouTube is the
Speaker:best brands. Those are really scaling.
Speaker:They've got some hero type videos,
Speaker:something that's going to feel or
maybe lean a little more like tv,
Speaker:but it can be direct response.
They've got some mashups of real stuff,
Speaker:real creators, real customers,
Speaker:and then they're taking the best
of what they have on paid social.
Speaker:They're running that on YouTube shorts
and on mobile non shorts on YouTube.
Speaker:I know creative diversity.
It's all the rage on meta now,
Speaker:that's what Andromeda needs
is creative diversity.
Speaker:And so the best brands,
they have creative rhythms,
Speaker:creative feedback loops that
Speaker:enable creative diversity that
then enable you to crush your
Speaker:goals. We've also seen, and I
know this is true on meta as well,
Speaker:you just have one type of creative,
you're going to hit ceilings.
Speaker:It's going to stop working.
Speaker:So you need that creative diversity
all powered by creative rhythms.
Speaker:And number seven, finally,
Speaker:the last habit is the best brands.
Speaker:They understand what's timeless about
marketing so that they can crush what's
Speaker:new.
Speaker:This is where I think guys like me have
been around a while. I started running
Speaker:marketing in the early two thousands,
so I'm 20 plus years now at this game.
Speaker:Good marketing principles still apply
and understanding human behavior and
Speaker:psychology and all those things that
matters. But here's what's interesting.
Speaker:If you take a look at what really
matters with marketing, really,
Speaker:and we all know creative is king, but
let's just set that aside for a minute.
Speaker:What matters more than anything
else is who you're talking to.
Speaker:If I sell dentures, which I don't,
but if I did actually hearing aids,
Speaker:I used to work for some hearing
aid, big hearing aid companies,
Speaker:if I'm selling hearing aids and
I'm running the best creative,
Speaker:the best ads ever to
people in their twenties,
Speaker:I'm going to struggle because they don't
need hearing aids. For the most part.
Speaker:If I am selling the latest fashion,
Speaker:latest hoodies, whatever,
to my dad who's 74,
Speaker:he's not going to buy it because that's
not his style. So who you talk to really
Speaker:matters, and I think it's the most
important. What is second most important?
Speaker:I believe it's the offer.
Speaker:What offer are you giving
someone that matters more than
Speaker:anything else? If there is,
Speaker:and the offer doesn't have
to be financially based,
Speaker:it doesn't have to be a
discount or anything like that,
Speaker:but offers can come in all kinds of
shapes and sizes offering you this
Speaker:benefit at this price.
This is a killer offer.
Speaker:I'm offering you this benefit at this
price with this kind of guarantee.
Speaker:That's a great offer. So who
you speak to is most important.
Speaker:The offer is second most important.
And then the way you position it,
Speaker:the way you say it, all the elements
of your creative, that's third. Now,
Speaker:what's interesting is with meta,
Speaker:you're not picking your
targeting almost at all, right?
Speaker:I know some people have
different philosophies there,
Speaker:but mostly the creative is the targeting,
Speaker:right? You're building an ad so
that you can reach the right person.
Speaker:And so one way I think to frame this or
look at this is if you're not reaching
Speaker:the right person, it's because you're
not saying the right thing, right?
Speaker:That's what's true on meta. The creative
is the targeting. Now, on YouTube,
Speaker:it's a little bit different. We
actually do some targeting, right?
Speaker:We're actually picking some audiences
and we're targeting people based on what
Speaker:they're searching for on Google,
Speaker:what they're searching for on YouTube
or what they're in the market to buy and
Speaker:things like that. But we're also using
the creative as targeting as well.
Speaker:And then we're really thinking
through what is that offer?
Speaker:Am I just talking about
the product and that's it?
Speaker:Or is there an offer that I'm presenting
and making it very, very clear,
Speaker:this is what you'll get from this product.
Here's how much it is.
Speaker:It's a killer offer. And so thinking
through all of those things,
Speaker:understanding what's core to marketing,
Speaker:then you can apply it to what's
new and what's working right now.
Speaker:That's why every year, and I've
started doing this again this year,
Speaker:I revisit some of the classics,
Ogilvy on advertising,
Speaker:scientific advertising by
Claude Hopkins, the style,
Speaker:some of the things don't translate,
but the core still works.
Speaker:Human nature still is human nature,
Speaker:just we got different flavors and
different applications of things.
Speaker:And it's interesting. I actually picked
up an advertising book from college.
Speaker:It was like media buying.
Speaker:And what's so interesting is I was looking
at some of the concepts and I'm like,
Speaker:wait a minute. The platforms are
doing these things right now.
Speaker:They're trying to
implement these like a cdi,
Speaker:BDI report and other nerdy stuff like
that, but understand what's timeless,
Speaker:so you can crush what's new.
That's a killer habit.
Speaker:So let's review really quickly
here as we wrap up the best brands.
Speaker:And if you want to have
your best year in 2026,
Speaker:these are seven habits you
need to adopt. Number one,
Speaker:they measure only what's actual. You
need to measure only what's actual two.
Speaker:They understand and respect momentum.
You can't just crush it overnight.
Speaker:Momentum is built over time, deliberately,
systematically. Number three,
Speaker:have the right balance of brand
plus creative. Number four,
Speaker:strike the right balance of demand
generation and demand capture.
Speaker:Number five,
Speaker:measure and calibrate for incrementality
consistently, not just once,
Speaker:but over time consistently. Number six,
Speaker:master creative rhythms and
creative diversity. And finally,
Speaker:number seven,
Speaker:understand what's timeless about
marketing so you can crush what's new and
Speaker:what's now. And so hope you enjoyed
this. Thank you so much for tuning in.
Speaker:It means the world to us that you tune in.
Would love to see that review on
Speaker:iTunes. If you found this
episode health helpful,
Speaker:please share with someone else
and visit omg commerce.com.
Speaker:If you want someone like our team
to take a look at your YouTube,
Speaker:Amazon email or meta. And
with that, until next time,
Speaker:thank you for listening. That'll
do it for this week's episode. Hey,
Speaker:if you're serious about profitable scale
for your brand, we would love to chat.
Speaker:Over the last 15 years,
Speaker:we've worked with some amazing
brands like Native Boom, beauty,
Speaker:Arctic Organify, crumble,
cookie, true Earth, and many,
Speaker:many more. We want to help you unlock
new channels, find profitable scale,
Speaker:have better creative, better campaign,
better measurement strategies,
Speaker:and ultimately hope you have more fun and
grow in all of your relevant channels.
Speaker:So take a look@omgcommerce.com,
Speaker:and we can't wait to help
you scale profitably.