What changes for the customer?
Start with the actual buying journey. A new ad feature can move product information, choices and decisions somewhere you control less. Go through the experience yourself.
FEDJA POROBIC / MARKETING NEWSONE TOPIC. SEVERAL PERSPECTIVES.
Marketing news.
A Meta product announcement does not automatically call for a new business strategy.
Platforms release new features, new promises and new reasons to spend money. I start with what customers will actually notice. Does the journey from ad to product change? Which parts of the experience can we influence? What do we need to measure before agreeing to another test?
I write about marketing news worth examining from an ecommerce business’s perspective. I want to separate what a platform has announced, what we have seen ourselves and what still needs testing. A piece about an update belongs to its date. Read it as an argument about that change, rather than a promise about how the platform will work forever.
MY STARTING POINT
The questions I keep coming back to.
What is evidence, and what is still a promise?
An announcement tells you what a platform wants you to try. Your own test needs a clear question, an outcome to follow and a limit on what you will pay to learn.
Do we need to act now?
Not every release deserves a project. Work out whether it affects your customers, working practices or economics. Sometimes the right decision is to wait for better evidence.
FEDJA’S JOURNAL / SELECTED
Read the perspectives.
Articles by Fedja Porobic.
You pay for the clicks. Who decides what the customer sees next?
You can approve the ad and still have a lousy grasp of the route to checkout. That is an expensive place to get a surprise.
READ ARTICLE
Meta is rebuilding the ad engine. Here is what I care about.
Meta published two technical updates in October. They are worth understanding before making the next big account change on someone’s very confident advice.
READ ARTICLEPOROBIC GROUP / GROWTH SERVICES
How we work on it.
These are the decisions we work on when we run marketing and ecommerce.
02 / THE ENGINE
Creative Performance
We find out what customers need to understand before they buy. Then we make ads, test the ideas and build on what sells.
EXPLORE THE SERVICE03 / EXECUTIONMarketing & ecommerce
We run acquisition, conversion and retention. We track how customers find the store, what gets them to buy and why they come back.
EXPLORE THE SERVICE