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Questioning Your Way to Clarity



Questioning Your Way to Clarity

[This post was authored by Shannon Mullery and Emily Sullivan, Content Specialists at Tinuiti.]

Tinuiti’s CEO, Zach Morrison, and CMO, Dalton Dorné, kicked off Tinuiti Live 2023 on May 4th at Ease 605 in NYC. Morrison opened by thanking virtual and in-person attendees, our clients, and our partners for their help and support, including the engaging content that many brought to the Tinuiti Live stage later that day.

Morrison then jumped into what he called a theme for the day ahead: “The future is here; it’s just not widely distributed.”

He went on to explain…

“What got us here won’t get us there, and we have to keep questioning that and keep moving forward, especially in today’s world where innovation is moving fast—and maybe even faster than it ever has—especially in our industry. And that’s why I can assure you that it’s here—it’s in parts, it’s in different pockets—but it’s just not widely distributed. And that’s what our goal of today really is.”

After explaining how Tinuiti’s strategy fuels our clients’ growth, Morrison passed the mic to Dorné, who unpacked some of the headwinds we’ve all been facing as people and marketers in the past year+, noting: “It is never going to get easier; it is always going to be more complex.”

Some of those complexities include…

  • What is AI going to mean for our businesses?
  • How are we going to measure in the future?
  • Are we ready for changes with GA4 and cookie deprecation?
  • What will come of the TikTok hearings?

Dorné noted that when deciding the theme for Tinuiti Live 2023, they realized the greatest gift a marketer can give to another marketer is clarity.

“Clarity gives you confidence to stand in front of your board, your CFO, your stakeholders, and say, “This is the bold marketing decision that we’re going to make, and this is the impact it’s going to have on our business.” Clarity does not come easy, and it is not easy to get to. And it really starts with asking the right questions to get the right answers.”

Dorné then walked attendees through the agenda for the day, noting that it was designed with answering the right questions in mind.

Presentations from clients and partners included:

  • e.l.f. Beauty
  • KIND Snacks
  • Pair Eyewear
  • Ancestry
  • Olly
  • Wild Planet Foods
  • Sony


Are You Asking Enough Questions?

Leslie K. John at Tinuiti Live 2023

Leslie K. John, a James E. Burke Professor of Business Administration at Harvard Business School, kicked off Tinuiti Live’s first keynote session by challenging marketers to think about the questions they ask on a daily basis. Are we asking enough questions? Are we asking the right questions? Asking the right questions can unlock value both in marketing and in life.

“The power of asking questions is vastly underrated.”

Leslie K. John, James E. Burke Professor of Business Administration at Harvard Business School

John highlighted how we are often advised to be careful with the question we ask and in actuality many of us err on the side of under-asking. She covered a variety of studies including a recorded speed dating study where researchers coded different types of questions.

Types of questions:

  • Follow up: A specific question directly related to the topic at hand

  • Full switch: A question that fully changes the topic

  • Partial switch: A question that is on topic, but changes the conversation direction

  • Mirror: Following up with the same question

  • Introductory: “Hi, how are you?”

  • Rhetorical: A question that doesn’t require an answer

Are all of these types of questions created equal? John covered how researchers found that the positive effect of asking questions (on getting more dates) was actually driven by one type of question: the follow up question. This type of question signals that you’re truly listening and helps the asker get better information.

In her session, John also noted how it’s important to recognize that we have entered a new era of marketing…

“Understanding our customers is more important than ever before. But yet, we’re finding that some of these tools like third-party cookies that have been so helpful are no longer available to us. It’s becoming increasingly important to directly ask customers to learn from them.”

Leslie K. John, James E. Burke Professor of Business Administration at Harvard Business School

Be sure to check out more of Leslie K. John’s thought provoking keynote when our on-demand sessions go live.


Proving that Anything is Possible

Kory Marchisotto at Tinuiti Live 2023

e.l.f. Beauty’s energetic CMO, Kory Marchisotto, shared some of the monumental successes the brand has recently been enjoying. These include launching their first Prime Time TV ad during the big game, featuring Jennifer Coolidge, that helped lead them to the spot of having the #1 SKU in Mass Cosmetics—and the many other steps and moments that helped them unlock these achievements, making the impossible possible.

“We don’t see limits. We see data points as barriers that we can break through, as ceilings that we can shatter.”

Kory Marchisotto, CMO, e.l.f. Beauty, President, Keys Soulcare

Kory Marchisotto from elf Beauty on stage at Tinuiti Live 2023


The Power of Accretion

Marchisotto walked attendees through the power of accretion—the things that need to happen over time to make something possible. She outlined a formula of 4 repeatable steps that brands should follow to build their own success:

  • Tune In: Learn more about what your audience is most interested in right now, and use that to inform you how you make your content relevant for them

  • Dream It: “Put your head in the stars, and look for the stars that are shining the brightest. And don’t stop looking until you make a constellation.”

  • Do It: Once you make a constellation, actually make it all happen

  • e.l.f. Speed: Act fast, moving at the speed of culture


Online Video & Streaming Ads Offer Measurable Performance

Grant Goldman at Tinuiti Live 2023

Tinuiti’s VP of Client Strategy & Analytics, Ella Toselli, sat down for a Q&A with Pair Eyewear’s VP of Marketing, Grant Goldman, discussing the success Pair Eyewear has realized through online video and streaming advertising.

Goldman noted that they took a full-funnel approach to their Streaming campaign, launched in 2020—when they also aired on Shark Tank—and also needed a full-funnel approach to measurement.

Among the benefits Goldman discussed in regard to the ability to make data-driven marketing decisions in Streaming were:

  • Test quickly with velocity

  • Reach a large untapped audience

  • The time people spend on streaming is continuing to grow

  • Wanted to be where customers are finding their news, entertainment and sports

  • Full-funnel measurement with an ability to: hone in on new customer growth; test and optimize over time, making fast and flexible targeting and flighting adjustments as needed based on results and conditions; A/B test Creative

  • Data transparency with results that can be validated internally

“Not only were we able to measure from the great dashboards we have with Tinuiti, but also internally we were able to ingest that data and take unique identifiers that were passed along from publishers and networks and match that with our customer base who are making purchases, or even visiting the site, and be able to connect those two…Even though they didn’t click on an ad, we can see where they last clicked from because we have those unique identifiers and can match those together.”

Grant Goldman, VP of Marketing, Pair Eyewear


Authenticity and Openness Never Go Out of Style

Karamo Brown at Tinuiti Live 2023

Brian Norris, SVP of SMB Growth Advertising Sales & Partnerships at NBCUniversal sat down for a Q&A with Karamo Brown, host of the syndicated daytime talk show, “Karamo” to discuss the questions you need to ask to uncover your passions. Karamo has the unique ability to ask questions that help people uncover love for themselves – and for those different from them.

During their conversation, Brown highlighted how on his show, he tackles many difficult, hard-hitting topics. He covered how important it is to ask his guests questions with empathy and thoughtfulness.

“One of the things I try to teach people constantly is the idea of intention versus impact. It’s about considering what your intention is when you’re asking a question… and understanding it may impact someone differently than you anticipated. If you can understand that once you see the impact is not what you intended it to be, you must quickly pivot to something that’s going to make the person as if you hear them, see them, and support them.”

Karamo Brown, Host of the Syndicated Daytime Talk Show, “Karamo”

Karamo Brown and Brian Norris on stage at Tinuiti Live 2023

When Norris asked what were some of the tough questions that Brown has had to ask himself in order to unlock his own passions, he pointed out the value of happiness and checking in on your own happiness…

“I think we get into a routine of constantly saying ‘I’m okay…’ but being okay doesn’t define if you’re happy. I think when we are talking about living and growing and wanting to be around people, happiness should be on the top of that list. If you find yourself not being happy, you should evaluate why.”

Karamo Brown, Host of the Syndicated Daytime Talk Show, “Karamo”

When it comes to working with brands, Brown wrapped up his session covering how important it is to ensure that a brand aligns with his own values and personal identities. He noted that he wants to be truly seen by these brands in a deeper way, and if that occurs, he knows that the brand will treat their audience in the same way.

This inspirational session is a must watch. Check it out on-demand!


You Can Drive Social Growth in the Age of Signal Loss

Cameron House at Tinuiti Live 2023

Senior Director Cameron House and Director of Growth Emily Gates from Ampush—part of Tinuiti—took the stage to share how our unique approach enables us to drive social growth for our clients in the age of signal loss.

House and Gates presented a case study from Bonafide, a brand who was dealing with post-iOS14+ signal loss challenges, particularly on Meta.

“The reason that signal loss is impactful is that it’s not an incremental change to the business—it’s a step function change to the business. In Bonafide’s case, they no longer understood the customers that they were reaching on the Meta platform, and the ones that they were reaching, they didn’t have the right Creative or message to do so effectively.”

Cameron House, Senior Director

“We stopped optimizing ad performance in a silo; we stopped isolating metrics and trying to improve them, looking to maximize clickthrough rate and then conversion rate without thinking about how they impacted each other. The question became, “So how do we look at all of the places that we are reaching a customer and use that to make up for the targeting that we had previously built strategies around?” Here, we combined that pre- and post-click experience and looked at it through a lens of impression efficiency.”

Emily Gates, Director of Growth

Gates noted this analysis included looking at post-purchase surveys, Creative performance, site metrics, and LTV to determine how impactful each of these were toward APM (acquisitions per thousand impressions). Rather than focusing on overall ad engagement, with APM in mind, Gates’ team focused on ensuring Bonafide’s ads “engaged the right people and got them into a funnel that was designed to fit their needs.”

Their team helped get users through the funnel—from low familiarity to conversion—within a few sessions. The pre-click strategy included developing ad creative that “imbued credibility and trust” while “still being engaging enough to get users out of their feed and onto the site.”

Two things that helped in making this work were the data-backed audit that allows them to “rank [their] tests on priority order and projected impact,” and building a machine that enables them to do this at scale, “testing anywhere from 40 to 80 creatives a month until [they] find that winning one.”

Learn more about how they did it in the on-demand session!


Pasta Water: The Glue Holding Your Marketing Mix Together

Leah Lloyd at Tinuiti Live 2023

Leah Lloyd, VP of Lifecycle Marketing at Tinuiti started her session at Tinuiti Live with a powerful analogy. Have you ever cooked a recipe that encourages you to put a bit of pasta water to the side to complete the dish? Have you ever forgotten to save that important pasta water? We’ve all been there. Lloyd shared that If we look at our marketing mix as pasta, our lifecycle data should be treated as the “pasta water” that really makes things stick together. But how do you know if you’re wasting this critical “pasta water”? She encouraged marketers to ask the following three questions:

  • Do you have a real time data connection to your ESP to Google Ads and Meta?

  • Are you layering lifecycle audiences into your paid media strategy?

  • Are your paid media campaigns personalized by where they are in the customer journey?

During the session, Kellie Collins, Associate Director of Lifecycle Marketing at Tinuiti shared the importance of first-party data and how you can use event-based data from lifecycle marketing efforts to fuel your paid media campaigns in a post-cookie world.

To round out the session, Lloyd highlighted how marketers can make the most out of their pasta water with a three step process:

  • Collaborate with Your Counterparts: Make sure that connectivity is being driven between your two groups to ensure that you’re closing the loop

  • Layer in Your Audiences First: Get an understanding of how different audiences perform with your channel and use that data to create your long term strategy

  • Evolve and Update: Performance of individual audiences can shift based on products, inventory, macroeconomic conditions, etc. so ensure that you’re monitoring performance, implementing different strategies and pivoting if needed


You Can Create an Omnichannel Strategy Built for Today

Maya Wasserman at Tinuiti Live 2023

Tinuiti’s CCO Diana DiGuido led an information-packed Q&A with Maya Wasserman, Director of Marketing—Television and Video & Sound, Sony Electronics and Elan Lieber, Senior Growth Marketing Manager, Olly. They focused the discussion around the tactics and strategies used by high-growth brands Sony and Olly to create a unified, personalized audience journey.

The trio unpacked all the elements necessary to orchestrate an informed omnichannel strategy in today’s privacy-centric landscape, exploring the importance of collecting quality first-party data, how to segment and activate against that data, always-on testing, internal education, leveraging the right tech, finding what aligns with your business goals and audience, unified messaging across your own channels and third-party retailers for a consistent customer experience, how and when to test, and more.

Some of our favorite takeaways included:

“We do a quarterly culture tap meeting where we just share what’s trending, what’s happening, what platforms are people on, what kind of content is happening, what lingo are Gen Z using…so that when we come with ideas, it’s not out of left field.”

Maya Wasserman, Director of Marketing—Television and Video & Sound, Sony Electronics

“What we have found has been the most crucial point to that consistency across channel is really bringing Marketing Communications, Creative, and Sales really into that campaign development process, and our Creative Team really specifically—they’re part of the tactical planning really from the beginning with Marketing Communications, because they support so many different aspects of our product, our marketing, our campaigns, and so it allows us to have consistency across campaign and across offline in-store activations.”

Elan Lieber, Senior Growth Marketing Manager, Olly

Diana DiGuido, Maya Wasserman, and Elan Lieber on stage at Tinuiti Live 2023

Learn more about how they test, execute, monitor, analyze, and iterate for optimal performance in the on-demand session!


It’s Time to Address the Elephant in the Room: Generative AI

Nii Ahene at Tinuiti Live 2023

To round out an exciting day, Nii Ahene, Chief Strategy Officer and Jeremy Cornfeldt, President of Tinuiti took the stage to close out Tinuiti Live 2023. Throughout the day of jam-packed sessions, Cornfeldt noted that in the background of it all, there was an elephant in the room that needed to be addressed, and that elephant is Generative AI.

Ahene explained how things are still early in this space but it’s been very clear the application of this technology represents a true paradigm shift in not just computing – but entire industries, shifting winners and losers in a way that hasn’t been seen since the widespread adoption of the internet.

Ahene noted that ChatGPT is the app that most of us are aware of, but it’s important to understand these generative technologies are largely open-sourced. This means that anyone can use them to create new and novel applications and many of the companies and organizations that are pushing the technology do not have an incentive tied to the status quo. To end the day, he encouraged attendees to stop and spend some time to ask themselves how this technology will change the nature of what we do and how we do it.

“The pace of change is the slowest it’s going to be right now, the technology is the worst it’s going to be right now. Everything is only going to get better and everything is only going to get faster.”

Jeremy Cornfeldt, President of Tinuiti

This year’s Tinuiti Live was truly inspiring and has encouraged us all to question our way to clarity. If you couldn’t attend the in-person event or the livestream and want to learn more, check out the on-demand sessions.

Tinuiti Marketing Team members at Tinuiti Live 2023

If you’d like to chat with any of our team members about topics covered at Tinuiti Live, contact us today for more information. 

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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