I run a lot of creative tests before I let a TikTok ad campaign loose. Over the years I’ve learned that a viral-looking video isn’t enough — you need predictable signals that tell you whether a creative will perform once it’s scaled. I want to share a practical, six-step pre-launch test I...
I used to think loyalty programs were a solved problem: offer points, throw in a discount, and...
Why zero-party data matters nowI've been watching the slow death of the third-party cookie for...
I’ve worked with dozens of Shopify stores over the years, and one truth keeps coming back: you...
When sales volumes are too low to run traditional A/B incrementality tests, I get it — the fear...
I’ve seen countless landing pages that look great but quietly bleed conversions. When your page...
I used to think post-purchase communication ended the moment the package left the warehouse. Then I...
Email marketing has come a long way from the generic, one-size-fits-all newsletters many of us remember. Today, with advancements in technology and a deeper understanding of consumer behavior, personalization is not just a "nice-to-have" feature—it's a cornerstone of successful email marketing strategies. Over the years, I’ve seen how this shift has reshaped campaigns, bringing brands closer...
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Instagram has become a powerhouse for influencer marketing, with brands dedicating a significant portion of their budgets to collaborate with influencers who can amplify their message in a way that resonates with target audiences. But while influencer collaborations can yield incredible results, they can also fall flat if not executed strategically. Over the years, I’ve had the privilege of...
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Creating a social media calendar might seem like a daunting task at first glance, but let me assure you—it’s one of the most powerful tools to simplify success in your digital marketing efforts. I’ve learned this lesson through my own journey, juggling multiple campaigns, platforms, and brand voices. A well-organized calendar can transform chaos into clarity, giving you more time to focus...
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Landing pages are a cornerstone of many marketing campaigns. As marketers, we often focus on how to craft the perfect copy, source eye-catching visuals, and optimize our CTAs. But how often do we think about making these pages *interactive*? If you’re not leveraging interactive landing pages yet, you might be missing out on a golden opportunity to not only engage your audience but also achieve...
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User-generated content (UGC) has taken the digital marketing world by storm, and if you’re not leveraging it yet, trust me—you’re missing out on a goldmine of opportunities. It’s one of the most authentic and effective tools in a marketer’s arsenal today, and its impact is reshaping the way brands interact with their audiences. If you’ve ever wondered how to make your marketing...
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As a marketer or business owner, you’ve probably heard the phrase "trust is everything" time and time again. And in today’s hyper-connected digital landscape, this couldn’t be more accurate. One of the most powerful ways to foster trust online is through reviews. Whether you’re managing an up-and-coming e-commerce site, a local service business, or even a global enterprise, online reviews...
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Amazon is not just the biggest name in e-commerce—it’s a phenomenon. As someone deeply fascinated by the intersection of marketing and psychology, I’ve often wondered: what exactly fuels Amazon’s meteoric rise and staying power in such a competitive space? Over the years, I’ve come to realize that Amazon’s dominance doesn’t just stem from its broad product selection or logistical...
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What Does It Mean for a Brand to Have a Voice?When we talk about a brand’s voice, we're not referring to its logo, color palette, or even its tagline. A brand's voice encapsulates its personality, values, and the way it communicates with its audience. It's the heartbeat of your brand, shaping how people perceive you and how they connect with your business. Essentially, it’s the "human" side...
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When it comes to staying ahead of the competition, understanding market trends isn't just an advantage—it’s a necessity. In the ever-changing landscape of business and marketing, knowing how to effectively analyze market trends can mean the difference between thriving and merely surviving. Today, I want to share with you actionable steps and insights that can help you decode market dynamics...
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When people think about TikTok, they often think of viral dances, challenges, and catchy soundtracks—but dig a little deeper, and you'll uncover an undeniable truth: TikTok has evolved into a powerful e-commerce engine. If you’re not yet leveraging TikTok for your e-commerce business, I promise, you’re leaving money on the table.Why TikTok and E-Commerce Are a Perfect MatchTikTok’s...
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