To date, this was one of my favorite episodes to record. Partially because I love Amazon and love hearing behind the scenes stories from people who’ve worked there. Brad does share a couple of great stories.
Mostly I love this interview because the advice shared is pure gold. Brad Moss has a unique perspective on business and growth. At Amazon he served as the first business lead over all of Seller Central. To say he’s had the inside scoop on seller central would be a gross understatement.
I met Brad at an event in Miami. When I found out he was a former Amazonian I was eager to find out a few things - 1. A good Jeff Bezos story. 2. What is was like to work there. The stories he told when we met and the stories told on this episode did not disappoint!
In this episode we cover some pretty powerful lessons including:
Paulina Masson is the founder of Shopkeeper and a longtime Amazon seller. She has a wealth of knowledge when it comes to pricing products. She understands the competitive forces behind pricing decisions as well as the psychological factors.
Ultimately you want to price in such a way to maximize total profits. While you should consider profit per transaction, that might not be the ultimate metric to try and maximize. Here’s what we look at:
Is AI coming for all of our jobs? As agencies and marketers, are we on the road to irrelevance? Probably not fully, but our roles and our perspectives better shift and shift quickly. Frederick Vallaeys is a brilliant marketer and programmer. He was one of Google’s first 500 employees and was on the original AdWords Quality Score team. In this episode, we discuss how agencies and marketers of the near future should think more like pilots or doctors, or coaches (my metaphor). Pilots increasingly rely on instruments and AI to do their job. So do doctors. But, deep expertise, strategy, and a human element are still really important. Here’s a hopeful but eyes-wide-open look at the future with Frederick Vallaeys.
A few months ago I delivered a talk at Social Media Marketing World 2019 on how to create a full funnel with YouTube ads. Feedback on the session was great so I wanted to share it here on the podcast.
Why YouTube ads? Watch time for “which product to buy” videos on YouTube doubled this past year. Nearly 70% of shoppers say they are open to learning about products on YouTube directly from brands. In this talk, we’ll explore 3 ways to utilize YouTube ads for growth. We’ll uncover 3 proven YouTube ad formulas to put the right video in front of the right prospect at the right time. We’ll also examine the best bidding strategies and winning campaign structures to implement for success.