John Ghiorso

Curious to where digital ad dollars are going? EMarketer shares which industries are leaning more into digital ads than last year. HOWEVER.... Of course, the industries not shifting as much like "retail" may have already been right sized and ahead of the curve vs rejecting any trend. - Could this shift be belief in the performance of digital ad channels? - Could this shift be caused by shrinking marketing budgets and digital ads provide more efficiency? - Perhaps the emergence of strong retail media networks is in play? Questions like these are TBD but this chart reminds me that data can provide more questions than answers and why a good analytics and data science team can be so crucial to success. Interpretation is everything. 

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What if you could add $3M at 80% margin to your eCommerce business without having to sell a single additional product? Here is how the team at Homelife Media figured this margin innovation playbook...

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Success across all TOF strategies are absolutely NOT going to look the same. Discount codes, site usage, etc has barely any return -- you have to look at OTHER avenues to see the actual value of it. The ad account lift or in your post purchase response -- where are people noting they're finding you from? So many brands think their TOF approach will generate the same return as meta ads -- it's not. So you need to have different thresholds for what you deem successful.

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Walmart’s figured out what every other retailer is fumbling around trying to crack: if you’ve got the data, the eyeballs, and the checkout lanes, why not make a killing selling ads too? This quarter, Walmart Connect’s U.S. ad revenue shot up 26%, proving they’re not just a retail giant—they’re a media powerhouse with a side hustle so lucrative, it’s probably making Madison Avenue sweat. The secret sauce? Ads that don’t suck. Instead of bombarding shoppers with irrelevant noise, Walmart’s got brands paying up to slip into your shopping journey seamlessly. Need shampoo? Here’s the latest must-have. Shopping for cereal? Boom—there’s a new flavor you didn’t know you wanted. It’s like product discovery, but without the existential dread of scrolling TikTok for hours. This isn’t just about running ads; it’s about Walmart monetizing their entire ecosystem—from digital shelves to checkout clicks—and making it look easy. Meanwhile, other retailers are still trying to convince advertisers that their audiences are engaged enough to care. Newsflash: Walmart’s already cashing the checks. Retail media isn’t a cute side gig for Walmart; it’s a full-blown money-printing operation. If they keep this up, they won’t just be the place to grab eggs and toilet paper—they’ll be the kingpins of digital advertising, and the rest of the retail world will be left asking, “Can we copy your homework?” Spoiler: Walmart already handed it in.

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Tired of your product listings blending in on Amazon? 🛍 It’s time to create engaging and effective A+ Content that captures attention and drives conversions. With Eva’s AI platform, you’ll get all the tools and insights you need to build optimized listings that deliver real results. 👉 Learn more #AmazonAPlusContent #eCommerceGrowth #AmazonAdvertising #BrandOptimization #EvaCommerce

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Revolutionize Your Ads with Interactive Experiences 🚀 Gone are the days of static ads. Amazon Interactive Ads offer a game-changing way to engage customers with ads that feel more like an experience. From AR to playable ads, these formats boost engagement, brand awareness, and conversions. Learn how Eva Commerce helps brands like yours optimize these interactive ad formats with AI-powered insights to maximize your returns across Amazon and Walmart. 🔗 Read full article in the comments. #AmazonInteractiveAds #AmazonAdvertising #EcommerceGrowth #AIforEcommerce #DigitalMarketing

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I'll shout into the #PrimeDay void. The Bluebird Group clients are seeing something interesting this Prime Day vs. the last. 💡 ASPs for brands are trending up YoY 💡 Slightly lesser ad spend (to flat). 💡 Total sales not suffering Sure product mix, deep hero product performance, etc. can all contribute but I think this speaks to the fact that deep promo prices, on lesser desired products, continues to be a misfire. Focus *ALL YEAR* on your CVR related tactics. SEO, metadata excellence, content (visual), etc. Use your ad spend surgically and give people a reason to purchase items that have ranking, ratings or review validation. It will pay dividends come high traffic days like #PrimeDay, #BlackFriday and the balance of holiday. Open to objections here but my cart was full of items that I already knew I wanted or had crowed-sourced validation.

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We are spending 31% less on #RetailMedia to get the exact same sales. How? Both #Target and #BestBuy (and others) have a Retail Media solution where the search bidding is a first price auction vs. second price. #Amazon and #Walmart are second price. What is the difference? In it's simplest form... 🖋 First price auction is where what you bid is what you pay 🖋 Second price auction is you only pay ~$0.01 more than the next "best" bid (Amazon, Walmart, etc.) ("Best" is in air quotes because it's not that simple) Without strong bid strategies, intelligence and frankly a lot of attention to the data, a set it and forget it strategy for non-Amazon/Walmart search spend strategies can lead to overpaying. For the last 4 weeks, we are currently working with a client that by finding the right (lower) bids on their current non-branded targets, with 31% less spend we reaching the same: ➡ Total Ad Sales ➡ Total Reach ➡ Total Engagement (CTR + Absolute Clicks) ➡ Same Share of Voice The hope is that these dollars can now be redeployed to test new strategies and invest in other opportunities from the same retailer. Note - I'm not saying it's just that easy. It's all about understanding the retailer platform and not assuming #WalmartConnect is the same as #AmazonAds, #AmazonAds are not the same as #Roundel, #BestBuyAds, etc. I remain bullish that finding a real expert is important vs. someone's side job. The Bluebird Group has a broad set of experts across all #RetailMedia channels. For those traditional first price auction experts, I'd love to hear what strategies you find to be the most impactful!

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The easiest way to scale your Amazon business: (by far): ___ Enjoy this? ♻️ Repost this to your network and follow me Corey Ganim for more 📌 For a deep dive on my trade show strategy check out The Amazon Wholesale Podcast episode in the pinned comment.

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett, VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eJ9Q3PDJ #ContextualAI #CTVAdvertising #InnovationInMarketing

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Do you think your TikTok Shop profile is just a side note? Think again! 🎯 A killer profile turns scrollers into shoppers and browsers into buyers. Our guide gives you the step-by-step blueprint to make it happen. 💥 Want the inside scoop? 👉 Read the full guide in the comments! 🛍️ #TikTokShop #EcommerceHacks #AmazonSEO #GrowYourBusiness #EvaTips

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Solving your "one-time buyer problem" is fundamental to success in eCommerce. You know, the 60%+ of your new customers that you paid heavily to acquire, but never come back. Getting the second purchase is critical to profitability. You don't want to leave it to chance...you want to engineer it. Often driving that second purchase comes down to offering the right product. Case (study) in point: we teamed up with Tresl Segments (AKA Segments Analytics) to help bag maker Lo & Sons predictably drive second purchases with direct mail. ➝ Segments Analytics ID'd likely second purchases based on specific first products purchased ➝ We sent those likely second purchase products in postcards. Did Segments Analytics accurately predict those purchases? And direct mail generate them? Yes & yes. Segments Analytics' data predicted second purchases over half the time on two customer segments. ➝ Specifically, they predicted the second purchase 56% of the time on one product, and 64% on another. And the postcards drove ROAS of 7x and 10x, respectively. Direct mail works. And it works well with others. Read more about the segmentation and tactics in the full case study.

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CPG marketers and founders dominate my feed Some post incredible tips and tricks about how to succeed in this space It’s awesome Two things are usually missing in their tips and tricks: -quality -compliance If you want to learn about LTV, CAC, AOV, other fun acronyms, there are plenty of fish in the sea here If you want to learn about what regulations apply to your business, how to stay compliant AND profitable, all while continuously improving your product or service through quality management… ⬆️ Hit that follow button ⬆️ Turn on notifications ⬆️ Join the revolution Qualitas Executive Group #quality #compliance #manufacturing #qualitymanagement #dietarysupplements #cosmetics #beautyindustry #foodandbeverage #consulting

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Walmart Widens Lead in Retail Media as Brands Boost Advertising on E-commerce Sites Retail media is on 🔥 Walmart is cementing its top position in retail media networks As brands shift more advertising dollars to retailer websites Retail media is now the fastest growing advertising channel Brands aim to reach consumers closer to the point of purchase The rapid rise of retail media networks like Walmart and Amazon has been a game-changer For e-commerce advertising For brands, it seems essential to have a retail media strategy now Retail media is a must for e-commerce brands To drive visibility and sales Is your brand investing in retail media networks? Source: https://lnkd.in/g6tNDakx ___ I'm Lawrence Lo and I help #DTC & #ecommerce brands grow! Visit my website to learn more. Like + Follow + 🔔 for daily marketing news.

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Packaging inserts gave my brand a 200% increase in UGC with $10 spent—a high-leverage, low-cost tactic you’re likely overlooking. For startup brands, especially in the CPG space, packaging inserts can be a game-changer. They’re simple, personal, and underutilized—yet they have the power to make your customers feel genuinely valued. Here’s why they matter: Builds Loyalty: A handwritten thank-you note, a small gift, or even a product sample can go a long way in making a customer feel special. It’s that personal touch that most big brands overlook—and it’s one of the easiest ways to create a lasting impression. Cross-Selling Opportunities: Including product samples or discount offers inside your package isn’t just about customer appreciation; it’s about showing them what else you offer. You’ve already earned their trust, now is the perfect time to introduce them to your other products. Cost-Effective: Inserts are incredibly low-cost but can yield high returns. The best part? You’re already shipping the package, so why not take advantage of that opportunity to deliver a targeted message directly into your customer’s hands? Whether it’s a thank-you note, a discount card, or a small sample, these little details exceed customer expectations and strengthen the relationship between your brand and the people who support it. If you’re not already doing this, you’re missing out on one of the easiest ways to turn one-time buyers into loyal customers.

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The end-of-year sales season is perhaps the most important for brands. Numbers show that holiday spending has been climbing steadily for over a decade, predicted to hit a high of $902 per person this year, according to the NRF (https://casthr.co/l/pc ). Of course, perhaps the most significant landmark of these days is Black Friday. And, now that it’s past us, we can take a look at who won the biggest in terms of social media marketing and viral hits. When looking at sponsored posts on Instagram with the #blackfriday hashtag, one thing quickly becomes clear – Reels are without a doubt the winning format. This is a trend that we’ve been tracking at HypeAuditor for quite some time – one that is also clear when you see the success of platforms like TikTok and YouTube Shorts. Short-form video is unmatched in terms of its viral potential and engagement, making Reels a top choice for sponsored posts this year. For instance, this collaboration between Mom Cozy and @jacksonsandjesus (https://casthr.co/l/pd ) achieved over 50k likes and over 2.5M views – huge numbers! The post was heavily focused on themes of family which is a match for the brand’s products, and if you look at the comments, you can see it went down well with its intended audience of mothers. Food content is also big at this time of the year due to Thanksgiving, famously focused on big family get-togethers and dinners. This post by @melissajorealrecipes  (https://casthr.co/l/pe ) is an interesting one. While its likes aren’t super high, it still has over 1M views and over 1k comments – why? Because the creator prompts viewers to comment ‘Recipe’ to get access to the full recipe she shows in the video. This is a great way to boost engagement, pushing the video to more people, and aiding in its virality. I think the main lesson here is that people like content that gives them something useful. Whether it’s teaching them how to make something, like a recipe, or sharing a relatable moment, the best posts do more than just sell a product – they connect with people in a way that feels meaningful. For viewers, this shows how important it is for content to feel real and creative. People are more likely to like, comment, and share posts that give them something valuable – whether it’s a tip, an idea, or just a laugh – instead of just being told to buy something. It also shows how short videos like Reels are perfect for grabbing attention and encouraging interaction. Furthermore, clever approaches like encouraging comments are a good way to beat the Instagram algorithm, whilst still offering value to those who choose to comment. In the end, the most successful posts give something back to the audience. What do you think makes a sponsored post worth engaging with?

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Cotopaxi has so much potential but needs to evolve to be different from everyone else (Patagonia), and their stores need more experience. Companies get stuck with the "textbook mission" and must innovate but remain authentic. Their sale during BF told me there is something amiss. https://lnkd.in/gAdNX-_q

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