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278 | Investing in Awareness Campaigns for Brand Visibility | with Nicole Goldberg

Honest Ecommerce
Honest Ecommerce
Episode • May 20, 2024 • 28m

Nicole Goldberg is an experienced marketing professional with over fifteen years in the ecommerce industry. 

Based in Los Angeles, she holds the role of Director of Growth Marketing at Faherty Brand, where she spearheads the development and implementation of the company's growth marketing strategy. 

Prior to her tenure at Faherty, Nicole played instrumental roles in overseeing digital marketing initiatives for prominent brands including BCBG, 7 For All Mankind, Splendid, and AG Jeans. 

Nicole is recognized for her strategic focus on achieving incremental growth and profitability while remaining aligned with company objectives. She excels in striking a harmonious balance between brand storytelling and conversion tactics, effectively driving impactful results across the marketing funnel. 

For listeners of Honest Ecommerce, Faherty is extending 20% off with code HONEST20 at fahertybrand.com.

In This Conversation We Discuss:

  • [00:45] Intro
  • [01:56] A career around digital marketing & Ecommerce
  • [03:24] Leading new marketing initiatives 
  • [05:02] Faherty's approach to channel attribution
  • [05:56] Dissecting channel performance using incrementality
  • [07:03] Navigating tool options budget-wise
  • [07:58] Evolving towards omni-channel marketing
  • [08:45] Electric Eye: your true Shopify expert
  • [09:40] Managing small-scale growth & budget constraints
  • [10:45] Integrating last click and in-channel performance
  • [12:50] Recognizing prospecting windows in Meta
  • [13:44] Socials ads converting interest into leads
  • [15:11] Adapting to digital noise: understanding touchpoints
  • [16:31] Embracing love-hate dynamic on Meta's efficiency
  • [17:19] Connected TV for diversified marketing efforts
  • [19:44] Harnessing podcast advertising
  • [20:50] Crafting conversational ads with balanced keypoints
  • [22:03] Utilizing Performance Max to reach new customers
  • [24:23] Balancing visibility with AI-based tools
  • [24:57] Optimizing landing pages & on-site experience
  • [26:14] Prioritizing page effectiveness for smaller teams
  • [27:01] Use HONEST20 for 20% off on Faherty’s website

Resources:

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