Listen now on YouTube, Spotify, and Apple.—Veena Gandhi is the founder and CEO of Digital Street Australia, a profit-first eCommerce growth agency that has generated over $250 million in client revenue working with brands like Coca-Cola, BeautyStat and Euclove.Here’s some of my takeaways from this week’s episode…1/ 💰 Cash Flow Beats ROASBreak free from return on ad spend obsession. Focus on actual dollars in the bank by tracking OPEX, marketing costs, and cost of goods. Partner with accountants and CFOs to optimize cash management fundamentals.2/ 🎯 Direct Response LivesTraditional advertising principles still apply to digital. David Ogilvy's direct response copywriting techniques remain powerful - focus on clear benefits, compelling headlines, and direct calls to action. The medium changes, but persuasion principles endure.3/ 🔍 The ARDF FrameworkAnalysis > Research > Data > Forecast. Start by analyzing current business state, research competition and market fit, analyze data for actionable insights, then forecast growth based on real metrics. Scale this framework based on business size.4/ 🌟 Reddit Research GoldMine Reddit forums and Amazon reviews for authentic customer language, pain points, and objections. Compile findings in spreadsheets to inform ad creative. Simple, free market research that most brands overlook.5/ 🌎 Smart Market ExpansionWhen expanding to new markets, localize everything - seasons, spelling, accents, influencers. Small details matter. Use postal code targeting to focus on specific retail locations.—Where to find Veena Gandhi:* Digital Street: https://digitalstreetau.com/* LinkedIn: https://www.linkedin.com/in/veenagandhi/* X: https://x.com/VeenaGandhi9—In this episode, we cover:00:00 Introduction and Profitable Marketing 02:50 Traditional to Digital Marketing Transition 05:31 Evolution of Product Launches 08:04 ARDF Framework Discussion 10:22 Analyzing Brand Data and Cashflow 14:21 DTC Brand P&L Breakdown 21:15 Landing Page vs Ad Responsibilities 24:01 Post-Purchase Experience 31:29 Whitelisting Ads Strategy 38:33 International Market Expansion 44:12 Brand Building vs Performance Marketing 48:08 Connected TV (CTV) Advertising 52:20 Heat Maps and Landing Page Analysis 56:34 Lightning Round Q&A—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com
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