This episode explores the evolving landscape of eCommerce marketing, particularly the shift from performance-based strategies to brand-building approaches as businesses mature. Cherene Aubert shares her experiences across different stages of eCommerce companies, from Common Thread Collective to Ilia Beauty, highlighting the necessity of adapting marketing playbooks beyond simple conversion ads. Against the backdrop of rising ad costs and platform saturation, Aubert emphasizes the importance of brand equity and storytelling, especially for new brands, suggesting tactics like influencer partnerships and product seeding to penetrate the market. More significantly, the discussion pivots to measurement strategies, contrasting primitive methods of tracking overall revenue uplift with more sophisticated incrementality tests to justify brand marketing investments. As the conversation unfolds, the hosts touch on the role of omnichannel presence in amplifying brand marketing efforts, and the potential pitfalls of expanding distribution without a corresponding increase in brand awareness. The episode concludes with a reflection on the cyclical nature of innovation, particularly the AI gold rush, and its potential to reshape eCommerce by enabling a new generation of agile, efficient brands.
