Philip Shearer

🌟 Inviting you to our YouTube channel where we talk about Growing your Amazon brand.📈 We share real data samples from our successful clients and provide actionable insights to take your business to the next level. 📈 You'll See: Real-World Data: See actual case studies and data from our clients, showcasing strategies that work. Growth Strategies: Learn proven techniques to scale your brand and increase sales. Amazon Updates: Stay informed about the latest Amazon updates, tools, and features. Profitability Tips: Discover how to maximize your profits with effective cost management and pricing strategies. We believe in providing clear, data-driven insights to help you make informed decisions. Whether you're a seasoned seller or just starting out, our videos are packed with useful information suitable for your business needs. 👉 Subscribe Here: https://lnkd.in/enJVwEjJ Follow Us: LinkedIn: Orange Rocket - Amazon Growth Specialists Website: https://lnkd.in/eCvM85wp Facebook: Orange Rocket

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Here's our first analysis of the UK digital election campaign. In short: - Lots and lots of ads - Labour had a good campaign - The Tories were outmatched almost everywhere - AI and disinfo didn't really show up - Rules need to be updated - Digital ads are a great way of tracking campaigns in real time (and we're getting better at it all the time). https://lnkd.in/eg7A-_5Z

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As I am preparing to move into my new home. I’d like to share how I bought my Samsung QLED TV. As marketers, we are more than familiar with the decision making process or buyer journey. The process of buying the Samsung TV helped me learn a lot: 1️⃣ No Irish retailer was visible for searches related to ‘QLED vs OLED’ or the differences between pixels. Instead, these search results were full of US and UK Media Publications. This trend is very popular among many niches where Irish retailers are totally invisible during the research phase of making a purchase. Personally, I think it is a missed opportunity to develop a deeper relationship with the future consumer. 2️⃣ Google Shopping was the most powerful tool while doing my research. 36% of all product searches start on Google. Shopping Ads also generate 85% of all clicks on Google Shopping campaigns. On Google Shopping, I could see the review score for each product. Once I clicked on a product, I could see the price comparison between retailers. Using Google Shopping reduced the amount of time I spent on choosing a TV. I could use the filters in Google Shopping to find a TV suitable to my criteria and budget. Google Shopping is a powerful tool for retailers because you are visible during the decision making process. It can also drive sales as I’ve sold a watch worth over €2,000 through Google Shopping. 3️⃣ Whoever designed the Samsung landing page for the 65” Q80C QLED TV needs a raise. If I was able to buy the TV on the Samsung website, I would’ve handed over my credit card straight away. From a marketing perspective, the landing page for the TV only had to confirm my choice. This page did much more as I cannot wait to watch some of my favourite movies on the new TV. The behind the scenes of this buyers journey showed the power of an outstanding landing page on my decision. If the landing page was disappointing, I would have gone back to the drawing board. Have you had a similar experience or what would you add from a user's perspective? #SEO #SEOStrategy

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I just put together this explainer, summarising the importance of sending the right conversion signals. With major channels like Google and Meta broadening their targeting, getting this right for optimisation has become more crucial than ever! If you need help with getting your paid channels optimised for the right signals, we would be happy to help!

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Ok - i've gone and brushed up on my ASA CAP Code - had a look at what the most recent language is and based on the below - anyone who ever speaks about practically anything online ever. YOU ARE AN ADVERTISER! Verbatim - from the ASA CAP Guide - What is an AD " This means that whenever you receive any sort of incentive from a brand (even if it’s not money – free products and other benefits count too, see p5), or you are directly connected to a brand e.g., you’re an owner, employee, shareholder, director or have any other commercial or personal interest (i.e. family and friends), you need to make clear in any content where you feature or refer to the brand, that it’s advertising. This is the case even when the brand doesn’t know if or what you’re creating. The same is true If you’ve received payment or any other incentive from a brand, or you are otherwise personally or commercially connected to the brand, any related content will need to make clear that it’s advertising. for content containing affiliate marketing links (see p6). The easiest way to ensure that content makes clear when it’s advertising is to include a clear and prominent ‘Ad’ label upfront before people view the rest of the content (see p7). Both you and the brand are responsible for ensuring that content is properly disclosed, and you are expected to disclose throughout any ongoing relationship and in relevant content for a period of 12 months after. " So to be clear: You own the brand - AD You work for the brand - AD You have shares in the brand - AD (What share percentage as I own the S&P 500 with the US top 500 companies - can I not speak about them?) You have a friend or a family member who own or work for the brand - AD The brand has never asked you to do anything - no creative control or payment, unlucky - AD You've left the company but mention them on social, but because you previously worked there you need to disclose you were an employee for 12 months - AD You were gifted a product 11 months ago with no obligation and happen to mention them again in the future, we don't care - AD You were actually paid to promote the brand - yeh fair enough AD This is absolutely categorically utterly fucking ridiculous. As an industry we have to do something about this because we're getting to the point where any organic mentions of products online by individuals will be treated as advertising and you'll have to prove your innocence. FYI - I work for an agency that does work for coca cola - I like coca cola. #AD #influencermarketing #asa #capcode #advertising #influencers #socialmediamarketing

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I'd highly recommend listening to this Trader Talk TV with Ciarán O'Kane and James Avery. James has built Kevel over the last 10+ years and knows the #RetailMedia industry inside out. I also like the fact James compared the growth in #RetailMediaNetworks to the Cambrian explosion 530m years ago. A man who knows his evolution! - Large Retailers are moving away from Network models to a more sophisticated in-house approach. Some of the biggest are now using Kevel to do this - Retailers are setting themselves up for success by using their own 1st party data and ensuring ad relevancy - User experience remains the most important thing for retailers - Eventually, retail media ads will be brought programmatically. However, the most advanced retailers will use relevancy scores to ensure ads, although bought at scale through DSPs, are still relevant to the user - User data can be used top of funnel to ensure brands are targeting users who don't typically buy their products - Brands are using Retail Media for upper funnel now too. Retailers should have high impact formats that work for these brands https://lnkd.in/dMwmcvFA

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Looking to reduce abandon basket rates from your eCommerce website in the UK? There are 3 recommendations that should allow you to refine your approach based on our experiences 1.Repurpose social proofing from your customers ratings and reviews. 2. Tailor messaging based on consumer behaviour 3. Utilise data to drive individualised product recommendations. All of these areas are not only possible across digital marketing efforts but now also extend across traditional channels as well like Postal Marketing. Why choose post? Because it is not saturated and it gets noticed. Paperplanes can help you understand how data can drive relevance and ultimately conversion. Get in touch to find out more info@paperplanes.co.uk #paperplanes #abandonbasket #marketing

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Struggling to get views on your videos? Here’s how we helped our client achieve over 160k views on one TikTok. 👀 ✋🏼 Kick off with a scroll-stopping hook. Start your video with an eye-catching, strong clip to captivate viewers and keep them watching. 🎵 Leverage trending sounds. Ensure they align with your brand and message. The audio should make sense for what you're promoting. Be creative and think outside the box to make it fit your brand. 🏃‍♀️ Keep it fast-paced and concise. Short-form videos under 15 seconds perform exceptionally well. If your video is longer, ensure it gets straight to the point and maintains a quick pace. ✨Top Tip: Consistency is key. Regularly posting high-quality, engaging content increases your chances of gaining and maintaining a larger audience. Follow Enrich The Agency for more tips 👉

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Earlier this month, Scott Carruthers shared Sean Healy's approach to consolidated campaign structures and some of the reasons why you should move away from the likes of SKAGs and unnecessary segmentation. I recently started a restructure on an account in which the campaigns were segmented by location. There was also some crossover within the targeting meaning that the same locations were being targeted by multiple campaigns. This was contributing towards high CPCs and low CTR so we built a new structure that would aim to improve efficiency and increase ad relevance. The restructure is well underway and the results we've seen so far have been positive. In one category, we have seen the following: 1. A 41% reduction in CPA 2. A 28% decrease in CPCs 3. A 22% uplift in CTR due to refined location targeting and new ad copy which also utilises location inserts. We've seen that Smart Bidding has been able to work more effectively with a more consolidated structure, especially as it will help drive more volume at ad group level #ppc #ppcchat #googleads #google

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What a brilliant way to start the week with THREE #ukdigitalgrowthawards wins for Metis and MediaVision 🤖 Best Use of AI in Digital 🤖 For our Metis Accelerate product, which supercharges hashtag #SEO growth for large hashtag #ecommerce brands 📊 Best Use of Data 📊 For helping New Look make the biggest SEO gains of any ecommerce brand in the market 🔬 Innovation Award 🔬 For our ability to unlock the potential of market hashtag #data using our flagship platform, Metis #proudmoment #opportunitieseverywhere

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Thanks to the team at Econsulting for yesterday’s great Marketing Leaders Capability Forum, focussed on AI - and to 🚀Damian McAlonan for a warm welcome. One of the reasons that I have spent so much of my career in marketing is the pace of change - as consumer behaviours and media habits change, so marketing changes. Marketing is often the early adopter in a corporate environment: from building web surfaces, to adapting to mobile, and from leveraging big data to identifying the opportunities in AI, it is marketing teams that are there first* - pushing to go further, finding new, smarter ways to engage audiences and deliver business outcomes. So, it was brilliant to listen to leading marketers sharing how they are bringing AI into their businesses. Not only to hear about the opportunities for increased efficiency and effectiveness - language marketers are very comfortable with - but also to discuss the challenges around legality, IP, data privacy, open vs closed systems and many more emerging issues. The panel of fantastic marketers presented ways in which they have adopted AI - from insights and data mining, to content reviews and image creation. They also discussed the importance of building an AI-literate marketing org, the imperative to manage change well, and the cross-functional collaboration that’s essential to to mitigate risk. Marketers are change agents. Harbingers of opportunity. Evangelists for innovation. They are also creative, critical thinkers, communicators, collaborators (hat tip Stefan Tornquist for the alliteration!). AI is a powerful new tool in their armoury, but everything else remains the same. As leaders, our role is to:  👩‍🎓 Build a culture that prioritises growth and learning 🤓 Create frameworks for the adoption of new technology, ensuring that innovation is supported by good governance. 🪴 Support our teams and businesses through change. Set clear learning agendas, and scale insights across the organisation.  🔭 Bring humility and curiosity when discovering new skills beyond our own capabilities. 🪛 Define strategy and empower creative, innovative delivery - the tools are an enabler of strategy, not a substitute for it.  📈 Remain true to the essence of marketing; in the words of Philip Kotler: “The art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.” * Okay, maybe the engineering teams got there before us with AI! Paul Davies, Kate Narbrough, Kay Etherington, Russell Parsons, Sophia Angelis #EconCapabilityForum #AI #MarketingLeadership

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Well. £1,500,000? We better get cracking. I’m beyond excited for us to have this support in what we’re doing. The budget will be nice, sure. But it’s not as nice as the conviction shown by those backing us. And then there’s the timing—right when our strategy and product roadmap is coming into clearer focus than ever. Lovely. I was going to put the link to the story in the comments because that’s what you’re supposed to do, apparently. I don’t think anybody really knows any more. While this means a lot to our early customers and our whole business, here’s what we’ll be doing with the marketing slice. We’ll be bringing our new perspective to market by sharing our frameworks and thinking. Exploring ways to connect the problems we know eCommerce teams are feeling with what we’re building. We’ll be investing more in building personal connections and mobilising “our people”. Getting to know our audience and giving them something outside of what we’re selling. We’ll be kicking off more growth experiments, while keeping tabs on how we want to market. That means considering our own customers’ intent rather than being cold SaaS sellers. Appropriateness, always. It’s time to take things to the next level and build a proper marketing engine while we’re at it. Comment “🥱” and maybe I’ll share along the way. You know, out of spite. https://lnkd.in/dbAgxhKw

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Remember when Google didn't let you bid on another business's brand name...? Obviously, things have changed a lot over the years, but introducing 5 image search ad formats is pretty wild. If you are CharlieHR, are you bidding on your brand to combat some pretty strong wording (and imagery) from HiBob? What would we do? It's an age-old discussion but in this case we'd likely recommend brand protection as part of a test. CharlieHR can achieve a much lower cost per click for their own brand. With such an aggressive competitor campaign, this is likely necessary, especially if you are a prospective customer and have been recommended CharlieHR, which led to a brand search. You could add negative terms for 'login' which would help to exclude existing customers. Then test and learn with brand on/off and measuring competitor activity 📈 Google, of course, wins either way... 🤑

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Have you stored your historical Universal Analytics data? If not, this is a must listen from Melanie (Gettings) Walker and the team at Bring Digital. Here Mel talks about how this valuable data will be lost in less than 6 weeks and how it can be preserved whilst adding value to your GA4 reporting suite.

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***RippleEffect is not an agency*** Although we do offer services that agencies offer. The problem with #Amazon or #Marketplace agencies is they're incentivised to not rock the boat AND they stay focussed on one channel. In the world of online retail you have to take a cross-channel approach and classic agencies don't cut it any more. Your customers are (hopefully!) seeing your Instagram posts, your website, your Amazon listings and those cool new #TikTok posts you've just started doing. These multiple touch points need to be optimised towards purchase. As a brand you need to know more about how your customers are interacting across your D2C and marketplaces so that you can deploy advertising spend intelligently. The amount of wastage on advertising online is enormous and is often encouraged by a multi-polar agency set up. So how can we help your business streamline your online activity and drive the profitable growth? At RippleEffect we offer four different services: 🌊 Training - Bespoke to your needs, we can impart our knowledge to your teams to help unify your marketplace and online strategy. 🌊 Consultancy - Diving deep into your business to tackle problems or concerns you may be facing with your online strategy. 🌊 Managed Services - Need help running a marketplace, we apply our growth logic to the management of your channels. 🌊 Marketplace Setup - Launching internationally or on a new channel? We can work with you to avoid mistakes and make sure you can deliver the launch within your proposed timelines. Running multiple channels for your brand and not seeing the results you want? Suspect you could be running these more efficiently? Then reach out for an introductory call. We can explore your concerns and run through some ideas for turning things around. Comment below or send a direct message to start your journey towards enhanced brand visibility and more profitable sales! 👇

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Tiktok... it's time (🤣 pun intended) for b2b clients to get on here and show the world your human! Our Snr Social Strategist Anthony Newsom explains why this platform isn't just for Gen Z and has some awesome facts to back it up, including: 🧑‍🤝‍🧑The audience: Did you know more than half of TikTok users are over 30? They’re using the app for search, changing the game for brands to reach new audiences. 🎥 Unparalleled exposure: TikTok’s algorithm rewards engagement, not follower count. You can have low followers but still gain traction with great content, giving you quick feedback and opportunities for improvement. TikTok content also travels well to other platforms, so you can repurpose content that works on TikTok easily across Reels, X, and YouTube Shorts. 📖 Creative storytelling: TikTok thrives on authenticity and creativity. It’s your chance to tell stories in a relatable and engaging way by reworking the narrative to fit TikTok’s unique style. Start with a hook and weave the story in a nonlinear fashion. 🧪Creative testing: TikTok is a testing ground for new ideas, offering fast feedback to refine your strategy in real time. It's the perfect space to experiment and reach a wider audience. 🤔 Not convinced? Click the link to see examples of 7 surprising brands killing it on TikTok? https://lnkd.in/ekYDAvCN

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Having some time to digest and reflect on GML24 , here are my a few of my ones to watch in 2024, and how we can leverage new product offerings to our advantage. #GML24

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It was no surprise to me that research has found that social media isn’t playing a major role in online shopping but is often used for shopping inspiration instead of a place to buy from.   Two in ten surveyed online shoppers begin their search on social media but only 7% finalise their orders through this channel. It’s still the established marketplaces like Amazon that have most appeal to most consumers. It all comes down to trust.  That’s not to say that social channels do not create competition for marketplaces. They do and if executed well channels such as TikTok will get traction. An impressive 46% of shopper use TikTok, Instagram and Facebook if looking for local brands or to find new brands.   Luzern eCommerce understands social commerce and can help you to make your brand buyable on your customers’ favourite platforms. Or if traditional marketplaces are the best place for your brand, we can help you to stand out from the competition. Get in touch to find out more! 

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