This episode guides DTC brands on re-strategizing their performance marketing post-COVID-19. It dissects lockdown e-commerce trends, explains why the boom is concluding, and prepares businesses for Q4 with actionable Facebook ad strategies and creative refreshes. Essential listening for brands looking to adapt and thrive in a changing retail landscape.
Key takeaways
Shift Facebook ad spend to focus more on middle-of-funnel (MOF) audiences, as top-of-funnel (TOF) targeting becomes less efficient post-panic buying.
Refresh ad creatives to align with evolving consumer motivations and avoid generic or outdated pandemic-related messaging.
Proactively prepare inventory, marketing budgets, and campaign execution for Q4 now, as the post-lockdown slowdown makes early planning critical.
Analyze your own brand's conversion rate changes during and after lockdown to identify specific customer motivation shifts and tailor your messaging accordingly.
Leverage owned customer data platforms to build direct relationships and personalize marketing efforts, reducing reliance on third-party platforms for retention.
As the lockdown eases in several countries and mask-wearing becomes a norm for most, on today's episode, Kunle talks about what your performance marketing strategy should look like in a post-COVID-19 environment as well as why now is the best time to prep up for Q4. He talks about the prior increase in conversion rate over the lockdown period for a segment of brands and specifically addresses actions DTC brands should start taking in preparation for the challenging months ahead. He talks about, Metrics over the last two months The panic buying ecommerce frenzy over lockdown Data backed reasons at to why the boom is behind us The impact of motivation on conversion rate Facebook advertising set up, TOF, MOF Creative refresh ----------- SPONSORS: This episode is brought to you by: Klaviyo This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses. Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo. Klaviyo helps you own customer experience and grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction and empowers brands to create more personalized marketing moments. Find out more on klaviyo.com/2x. Rewind This episode is brought to you by Rewind. The #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 25,000 online businesses. Direct-to-Consumer brands like Gymshark and Movement Watches rely on Rewind. Cloud-based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups! For a free 30-day trial, Go to Rewind.io, reach out to the Rewind team via chat or email and mention ‘2x ecommerce’
What does this episode say about paid acquisition?
Shift Facebook ad spend to focus more on middle-of-funnel (MOF) audiences, as top-of-funnel (TOF) targeting becomes less efficient post-panic buying.
What does this episode say about dtc strategy?
Refresh ad creatives to align with evolving consumer motivations and avoid generic or outdated pandemic-related messaging.
What does this episode say about conversion & cro?
Proactively prepare inventory, marketing budgets, and campaign execution for Q4 now, as the post-lockdown slowdown makes early planning critical.
What does this episode say about brand & content?
Analyze your own brand's conversion rate changes during and after lockdown to identify specific customer motivation shifts and tailor your messaging accordingly.
What does this episode say about paid acquisition?
Leverage owned customer data platforms to build direct relationships and personalize marketing efforts, reducing reliance on third-party platforms for retention.
