In this episode, we break down what it actually means to define a high-performing ad creative strategy, and why doing so is essential to unlocking sustainable growth on Meta. We walk through Cody’s 10-point creative framework for shaping the ad strategy at Jones Road Beauty, diving into why creative should be treated as targeting, how to escape Meta’s “local maxima,” and how to feed the algorithm more diverse, strategically aligned inputs. Cody shares his take on creative strategy as prompt engineering for right-brain marketers, reframing how brands should think about influencing Meta’s outcomes.

We also explore the maturity curve of attribution and measurement – why early-stage brands often rely on last-click metrics, and how that approach needs to evolve over time. Finally, we touch on the complexity of deciding which dimensions – audience, ad format, channel, offer, or optimization strategy – are worth prioritizing as you scale.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Introduction

02:52 Navigating Economic Pressures and AI in Marketing

05:46 Creative Strategy and Team Structure

09:03 Defining Creative Strategy and Volume

11:46 Creative Diversity and Audience Targeting

15:05 Local Maxima and Creative Inputs

17:47 Post-Purchase Monetization Strategies

21:03 The Role of Media Strategy in Creative Success

27:10 Aligning Creative and Media Strategies

29:56 Influencer Partnerships and Targeting

32:46 New Attribution Models and Performance Measurement

39:26 The Evolution of Attribution Models

42:10 Defining Creative Diversity

44:30 Incrementality vs Attribution in Marketing

47:51 Measuring Marketing Success

53:51 Cohesive Funnels in Marketing

01:07:21 Creative Exploration vs Exploitation

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

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Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Northbeam.

https://www.northbeam.io/

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

In this episode of Marketing Operators, we get into a mix of marketing topics that are top of mind for us this week, plus we answer a listener question from the MOperators Hotline.

First, we break down Meta’s Conversion Lift Testing, including how it measures ad performance, its limitations, and when it’s most useful for your business. We also discuss how AI tools are revolutionising creative production, from automating time-consuming tasks like image and video creation to enabling more personalised, scalable content at a fraction of the traditional cost. Next up, we explore product seeding, including effective strategies for influencer outreach, tracking success, and improving hit rates. We wrap up by answering one of our listener’s questions on running incrementality tests for a low eight-figure brand with a million-dollar ad spend split between Meta and Google Search.

Tune in for insights on ad testing, creative strategies, and influencer marketing to help optimize your marketing efforts and create sustainable growth.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 April Fool's Campaigns and Brand Values

02:48 Innovative Product Launches and Creative Processes

05:58 Testing and Measurement Strategies in Marketing

12:05 Incrementality Testing: Meta vs. Haus

17:49 Optimizing Marketing Strategies for Growth

23:47 AI in Influencer Marketing and Brand Ambassadors

31:44 Scaling Influencer Programs with AI

35:57 Optimizing Product Seeding Strategies

39:27 Transforming Customer Support with Technology

46:46 Leveraging AI for Creative Generation

55:19 Exploring New Technologies in Marketing

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Haus.

http://Haus.io/operators

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Subscribe to the Finance Operators Podcast here: https://www.youtube.com/@FinanceOperatorsFOPS

Sign up to the 9 Operators newsletter here: https://9operators.com/

Email marketing isn’t dead - but it can often be done better. Today we’re joined by Karly Craig, author of Email Is Not Dead and seasoned ecommerce operator, to talk about the email marketing strategies that actually drive revenue.

Karly shares why most brands are underutilising flows, especially when it comes to welcome sequences and post-purchase emails, and how extending these can lead to significantly higher conversion rates and long-term revenue. She walks through what a 30-day+ welcome flow could look like, how to inject personality and pattern-breakers into emails, and why category-specific messaging can make a big impact, especially when you offer multiple product types.

We also dig into smart retention plays beyond email, including how to think about product drops, building anticipation with your list, and creating “got it” moments post-purchase, as well as diving into reactivation timing, how brands can drive second purchases with value-first strategies not just aggressive discounting, and much more.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

00:00 Introduction to Karly Craig and Her Journey

02:41 The Evolution of Karly's Book: Email is Not Dead

05:52 Key Pillars of Automated Flows in Marketing

12:00 Building Effective Email Flows for E-commerce

14:54 Post-Purchase Strategies and Customer Retention

18:05 Reactivation Strategies and Long-term Customer Engagement

20:54 Creating a Personalized Customer Experience

24:08 Leveraging Customer Accounts for Increased LTV

26:59 The Role of Discounts and Promotions in Retention

29:52 Final Thoughts on E-commerce Marketing Strategies

38:43 Building Customer Loyalty Through Engagement

41:57 Innovative Attribution Models for Marketing

45:07 Rethinking Loyalty Programs

49:14 Enhancing Customer Experience with Technology

52:54 Strategies for Successful Product Drops

01:01:00 Leveraging Community for Brand Growth

01:13:25 Investing in Personal Development Through Coaching

Operators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUw

Powered by:

Motion.

⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trends

Prescient AI.⁠⁠⁠

https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Aftersell.

https://www.aftersell.com/operators

Northbeam.

https://www.northbeam.io/

Episode 24 with Jared Brody: https://youtu.be/PHrYerwwtJY

Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9

Sign up to the 9 Operators newsletter here: https://9operators.com/