The podcast explores the shift from traditional keyword-focused advertising to audience-centric strategies, particularly on platforms like Amazon. Sage Gorby, BTR Media account director, shares her experiences with upper-funnel initiatives such as Fire TV, emphasizing its lower CPCs and better targeting capabilities. The discussion highlights the importance of testing and learning, drawing examples from disruptor brands like Liquid Death and Elf Cosmetics, which prioritize authenticity and customer engagement. Both speakers underscore the value of leveraging AI for creative adaptation and the necessity of understanding the customer journey through all stages, advocating for a blend of data-driven insights and genuine customer empathy.
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