{"version":"1.0.0","segments":[{"speaker":"Andrew Maff","startTime":3.12,"endTime":6.69,"body":"When a brand is"},{"speaker":"Andrew Maff","startTime":3.12,"endTime":6.69,"body":"trying a certain strategy, in"},{"speaker":"Andrew Maff","startTime":6.69,"endTime":10.71,"body":"this case, let's say meta ads,"},{"speaker":"Andrew Maff","startTime":6.69,"endTime":10.71,"body":"the immediate thought is, if I'm"},{"speaker":"Andrew Maff","startTime":10.71,"endTime":14.49,"body":"not seeing the return that I"},{"speaker":"Andrew Maff","startTime":10.71,"endTime":14.49,"body":"want, kill it."},{"speaker":"Narrator","startTime":14.49,"endTime":17.58,"body":"Welcome to the Ecomm"},{"speaker":"Narrator","startTime":14.49,"endTime":17.58,"body":"Show podcast. I'm your host,"},{"speaker":"Narrator","startTime":17.58,"endTime":20.28,"body":"Andrew Maff, owner and founder"},{"speaker":"Narrator","startTime":17.58,"endTime":20.28,"body":"of BlueTuskr, from"},{"speaker":"Narrator","startTime":20.28,"endTime":22.98,"body":"groundbreaking industry updates"},{"speaker":"Narrator","startTime":20.28,"endTime":22.98,"body":"to success stories and"},{"speaker":"Narrator","startTime":23.025,"endTime":25.695,"body":"strategies, get to know the ins"},{"speaker":"Narrator","startTime":23.025,"endTime":25.695,"body":"and outs of the e-commerce"},{"speaker":"Narrator","startTime":25.695,"endTime":29.235,"body":"industry from top leaders in the"},{"speaker":"Narrator","startTime":25.695,"endTime":29.235,"body":"space. Let's get into it!"},{"speaker":"Andrew Maff","startTime":29.0,"endTime":32.09,"body":"Hello, everyone."},{"speaker":"Andrew Maff","startTime":29.0,"endTime":32.09,"body":"Welcome to another episode of"},{"speaker":"Andrew Maff","startTime":32.09,"endTime":35.48,"body":"The Ecomm Show and today I want"},{"speaker":"Andrew Maff","startTime":32.09,"endTime":35.48,"body":"to talk to you a lot about"},{"speaker":"Andrew Maff","startTime":35.48,"endTime":37.85,"body":"omnichannel marketing"},{"speaker":"Andrew Maff","startTime":35.48,"endTime":37.85,"body":"strategies, mainly because we"},{"speaker":"Andrew Maff","startTime":37.85,"endTime":41.42,"body":"had several situations happen"},{"speaker":"Andrew Maff","startTime":37.85,"endTime":41.42,"body":"just in the past couple weeks"},{"speaker":"Andrew Maff","startTime":41.42,"endTime":43.31,"body":"here that made me start thinking"},{"speaker":"Andrew Maff","startTime":41.42,"endTime":43.31,"body":"about this, and thought this"},{"speaker":"Andrew Maff","startTime":43.31,"endTime":49.79,"body":"would be a good topic for me to"},{"speaker":"Andrew Maff","startTime":43.31,"endTime":49.79,"body":"discuss. So, here we go. So,"},{"speaker":"Andrew Maff","startTime":50.03,"endTime":53.78,"body":"here's a, here's something I"},{"speaker":"Andrew Maff","startTime":50.03,"endTime":53.78,"body":"find a lot of brand - this is"},{"speaker":"Andrew Maff","startTime":53.78,"endTime":57.11,"body":"where I - a lot of brands make"},{"speaker":"Andrew Maff","startTime":53.78,"endTime":57.11,"body":"the biggest mistakes in from a"},{"speaker":"Andrew Maff","startTime":57.11,"endTime":63.65,"body":"marketing perspective to give"},{"speaker":"Andrew Maff","startTime":57.11,"endTime":63.65,"body":"you the story of something that"},{"speaker":"Andrew Maff","startTime":63.65,"endTime":69.44,"body":"we just proved out with someone,"},{"speaker":"Andrew Maff","startTime":63.65,"endTime":69.44,"body":"brands pretty successful on"},{"speaker":"Andrew Maff","startTime":69.44,"endTime":74.6,"body":"Amazon came to us, was looking"},{"speaker":"Andrew Maff","startTime":69.44,"endTime":74.6,"body":"for starting to diversify,"},{"speaker":"Andrew Maff","startTime":74.6,"endTime":77.03,"body":"didn't want to be so reliant on"},{"speaker":"Andrew Maff","startTime":74.6,"endTime":77.03,"body":"Amazon, fees are going up, blah"},{"speaker":"Andrew Maff","startTime":77.03,"endTime":80.6,"body":"blah, basically same thing we"},{"speaker":"Andrew Maff","startTime":77.03,"endTime":80.6,"body":"hear almost every day, and so"},{"speaker":"Andrew Maff","startTime":80.6,"endTime":83.78,"body":"first step was in their scenario"},{"speaker":"Andrew Maff","startTime":80.6,"endTime":83.78,"body":"they were ready to take the"},{"speaker":"Andrew Maff","startTime":83.78,"endTime":86.48,"body":"jump, so we didn't need to test"},{"speaker":"Andrew Maff","startTime":83.78,"endTime":86.48,"body":"any like off Amazon marketing"},{"speaker":"Andrew Maff","startTime":86.48,"endTime":88.67,"body":"strategies, driving to Amazon,"},{"speaker":"Andrew Maff","startTime":86.48,"endTime":88.67,"body":"that wasn't the case. We went"},{"speaker":"Andrew Maff","startTime":88.67,"endTime":91.16,"body":"straight into a website, so we"},{"speaker":"Andrew Maff","startTime":88.67,"endTime":91.16,"body":"did a website project, built out"},{"speaker":"Andrew Maff","startTime":91.16,"endTime":93.68,"body":"the website, put all the fun"},{"speaker":"Andrew Maff","startTime":91.16,"endTime":93.68,"body":"bells and whistles together,"},{"speaker":"Andrew Maff","startTime":93.68,"endTime":96.86,"body":"cool, ready to go, right. Did"},{"speaker":"Andrew Maff","startTime":93.68,"endTime":96.86,"body":"that project for a little bit,"},{"speaker":"Andrew Maff","startTime":97.25,"endTime":100.13,"body":"and based on the product line,"},{"speaker":"Andrew Maff","startTime":97.25,"endTime":100.13,"body":"it's very differentiated. There"},{"speaker":"Andrew Maff","startTime":100.13,"endTime":102.8,"body":"is absolutely nothing else like"},{"speaker":"Andrew Maff","startTime":100.13,"endTime":102.8,"body":"it out there. Well, there's"},{"speaker":"Andrew Maff","startTime":102.8,"endTime":106.67,"body":"stuff like it, but it's, it's"},{"speaker":"Andrew Maff","startTime":102.8,"endTime":106.67,"body":"extremely differentiated. So,"},{"speaker":"Andrew Maff","startTime":106.67,"endTime":111.2,"body":"it's going to require education."},{"speaker":"Andrew Maff","startTime":106.67,"endTime":111.2,"body":"So, the move is absolutely"},{"speaker":"Andrew Maff","startTime":111.2,"endTime":114.62,"body":"social ads. Like, social media"},{"speaker":"Andrew Maff","startTime":111.2,"endTime":114.62,"body":"is going to be the way to"},{"speaker":"Andrew Maff","startTime":114.65,"endTime":118.55,"body":"educate the market. Otherwise,"},{"speaker":"Andrew Maff","startTime":114.65,"endTime":118.55,"body":"you're doing Google ads and"},{"speaker":"Andrew Maff","startTime":118.55,"endTime":121.19,"body":"getting clicks for stuff that"},{"speaker":"Andrew Maff","startTime":118.55,"endTime":121.19,"body":"people aren't 100% known on."},{"speaker":"Andrew Maff","startTime":123.53,"endTime":132.77,"body":"So the what happened. So we"},{"speaker":"Andrew Maff","startTime":123.53,"endTime":132.77,"body":"started off on Meta ads. It's a"},{"speaker":"Andrew Maff","startTime":132.77,"endTime":139.76,"body":"little bit more of an expensive"},{"speaker":"Andrew Maff","startTime":132.77,"endTime":139.76,"body":"product. It is a couple $100 for"},{"speaker":"Andrew Maff","startTime":139.76,"endTime":144.2,"body":"the most part, comparatively,"},{"speaker":"Andrew Maff","startTime":139.76,"endTime":144.2,"body":"and basically, what we were"},{"speaker":"Andrew Maff","startTime":144.2,"endTime":147.38,"body":"thinking about is, like, okay,"},{"speaker":"Andrew Maff","startTime":144.2,"endTime":147.38,"body":"we need to run some Meta ads. We"},{"speaker":"Andrew Maff","startTime":147.38,"endTime":149.51,"body":"started off the med ad side,"},{"speaker":"Andrew Maff","startTime":147.38,"endTime":149.51,"body":"obviously, that's going to be"},{"speaker":"Andrew Maff","startTime":149.51,"endTime":151.91,"body":"the better move, because it's a"},{"speaker":"Andrew Maff","startTime":149.51,"endTime":151.91,"body":"little bit more expensive."},{"speaker":"Andrew Maff","startTime":151.91,"endTime":154.55,"body":"There's the more affluent"},{"speaker":"Andrew Maff","startTime":151.91,"endTime":154.55,"body":"audience between Facebook and"},{"speaker":"Andrew Maff","startTime":154.55,"endTime":160.31,"body":"Instagram, let's go that route."},{"speaker":"Andrew Maff","startTime":154.55,"endTime":160.31,"body":"But the other thing that we were"},{"speaker":"Andrew Maff","startTime":160.31,"endTime":164.78,"body":"talking about, so we're driving"},{"speaker":"Andrew Maff","startTime":160.31,"endTime":164.78,"body":"the ads to the website, and"},{"speaker":"Andrew Maff","startTime":165.08,"endTime":167.33,"body":"we've got heat map, scroll"},{"speaker":"Andrew Maff","startTime":165.08,"endTime":167.33,"body":"tracking, all that fun stuff set"},{"speaker":"Andrew Maff","startTime":167.33,"endTime":171.08,"body":"up, and we're looking at all the"},{"speaker":"Andrew Maff","startTime":167.33,"endTime":171.08,"body":"data, and everyone seems pretty"},{"speaker":"Andrew Maff","startTime":171.08,"endTime":178.49,"body":"interested. They are basically,"},{"speaker":"Andrew Maff","startTime":171.08,"endTime":178.49,"body":"they're all over the place,"},{"speaker":"Andrew Maff","startTime":178.52,"endTime":180.56,"body":"they're going through product"},{"speaker":"Andrew Maff","startTime":178.52,"endTime":180.56,"body":"images, they're going through"},{"speaker":"Andrew Maff","startTime":180.56,"endTime":183.2,"body":"descriptions, they're learning"},{"speaker":"Andrew Maff","startTime":180.56,"endTime":183.2,"body":"about the product, but they just"},{"speaker":"Andrew Maff","startTime":183.2,"endTime":185.27,"body":"aren't pulling the trigger and"},{"speaker":"Andrew Maff","startTime":183.2,"endTime":185.27,"body":"one of the things that we did on"},{"speaker":"Andrew Maff","startTime":185.27,"endTime":189.8,"body":"there to help kind of mitigate"},{"speaker":"Andrew Maff","startTime":185.27,"endTime":189.8,"body":"that barrier to entry was we"},{"speaker":"Andrew Maff","startTime":189.8,"endTime":193.82,"body":"added buy with Prime. So, Buy"},{"speaker":"Andrew Maff","startTime":189.8,"endTime":193.82,"body":"with Prime, the goal being that"},{"speaker":"Andrew Maff","startTime":193.82,"endTime":197.87,"body":"you're going to see people hop"},{"speaker":"Andrew Maff","startTime":193.82,"endTime":197.87,"body":"over from your website to Amazon"},{"speaker":"Andrew Maff","startTime":197.87,"endTime":200.06,"body":"to purchase. So, the goal with"},{"speaker":"Andrew Maff","startTime":197.87,"endTime":200.06,"body":"Buy with Prime is to mitigate"},{"speaker":"Andrew Maff","startTime":200.06,"endTime":202.37,"body":"that, get them to purchase"},{"speaker":"Andrew Maff","startTime":200.06,"endTime":202.37,"body":"through Buy with Prime, pull"},{"speaker":"Andrew Maff","startTime":202.37,"endTime":205.01,"body":"over some reviews from Amazon,"},{"speaker":"Andrew Maff","startTime":202.37,"endTime":205.01,"body":"because when you launch a"},{"speaker":"Andrew Maff","startTime":205.01,"endTime":208.34,"body":"completely new site, you've got"},{"speaker":"Andrew Maff","startTime":205.01,"endTime":208.34,"body":"no social proof, so like it"},{"speaker":"Andrew Maff","startTime":208.34,"endTime":210.83,"body":"comes off like you're a"},{"speaker":"Andrew Maff","startTime":208.34,"endTime":210.83,"body":"completely new business. People"},{"speaker":"Andrew Maff","startTime":210.83,"endTime":214.34,"body":"get skeptical, and so they tend"},{"speaker":"Andrew Maff","startTime":210.83,"endTime":214.34,"body":"to leave and go shop with you on"},{"speaker":"Andrew Maff","startTime":214.34,"endTime":215.87,"body":"Amazon if they shop with you at"},{"speaker":"Andrew Maff","startTime":214.34,"endTime":215.87,"body":"all."},{"speaker":"Andrew Maff","startTime":216.5,"endTime":222.47,"body":"Well, the Buy with Prime side,"},{"speaker":"Andrew Maff","startTime":216.5,"endTime":222.47,"body":"we've seen scenarios where buy"},{"speaker":"Andrew Maff","startTime":222.47,"endTime":225.92,"body":"the prime is great and it does"},{"speaker":"Andrew Maff","startTime":222.47,"endTime":225.92,"body":"exactly what we want it to,"},{"speaker":"Andrew Maff","startTime":225.95,"endTime":230.27,"body":"where they see the reviews from"},{"speaker":"Andrew Maff","startTime":225.95,"endTime":230.27,"body":"Amazon, they see they can buy it"},{"speaker":"Andrew Maff","startTime":230.27,"endTime":232.64,"body":"from Amazon, they can get the"},{"speaker":"Andrew Maff","startTime":230.27,"endTime":232.64,"body":"product in a couple days, they"},{"speaker":"Andrew Maff","startTime":232.64,"endTime":234.83,"body":"feel more comfortable, they make"},{"speaker":"Andrew Maff","startTime":232.64,"endTime":234.83,"body":"the purchase one and done, we're"},{"speaker":"Andrew Maff","startTime":234.83,"endTime":242.18,"body":"all set. The other side of it is"},{"speaker":"Andrew Maff","startTime":234.83,"endTime":242.18,"body":"sometimes I'm not even really"},{"speaker":"Andrew Maff","startTime":242.18,"endTime":246.65,"body":"sure why, but it does kind of"},{"speaker":"Andrew Maff","startTime":242.18,"endTime":246.65,"body":"make sense. Is you'll see"},{"speaker":"Andrew Maff","startTime":246.65,"endTime":250.7,"body":"consumers will come to the"},{"speaker":"Andrew Maff","startTime":246.65,"endTime":250.7,"body":"website, and they will see that"},{"speaker":"Andrew Maff","startTime":250.7,"endTime":253.73,"body":"you have Buy with Prime, now"},{"speaker":"Andrew Maff","startTime":250.7,"endTime":253.73,"body":"knowing that you sell on Amazon,"},{"speaker":"Andrew Maff","startTime":254.48,"endTime":257.63,"body":"and my guess is if they want to"},{"speaker":"Andrew Maff","startTime":254.48,"endTime":257.63,"body":"purchase other stuff, or if"},{"speaker":"Andrew Maff","startTime":257.63,"endTime":260.12,"body":"they're just comfortable"},{"speaker":"Andrew Maff","startTime":257.63,"endTime":260.12,"body":"shopping on Amazon, regardless,"},{"speaker":"Andrew Maff","startTime":260.12,"endTime":262.16,"body":"and they're not familiar with"},{"speaker":"Andrew Maff","startTime":260.12,"endTime":262.16,"body":"Buy with Prime. They now know"},{"speaker":"Andrew Maff","startTime":262.16,"endTime":264.62,"body":"that you sell on Amazon, and so"},{"speaker":"Andrew Maff","startTime":262.16,"endTime":264.62,"body":"they leave your website, and"},{"speaker":"Andrew Maff","startTime":264.62,"endTime":269.39,"body":"they go to Amazon. So, running"},{"speaker":"Andrew Maff","startTime":264.62,"endTime":269.39,"body":"Meta ads, we've got tons of"},{"speaker":"Andrew Maff","startTime":269.39,"endTime":272.36,"body":"creative, we have a ton of"},{"speaker":"Andrew Maff","startTime":269.39,"endTime":272.36,"body":"different types of creative,"},{"speaker":"Andrew Maff","startTime":272.36,"endTime":274.61,"body":"we're testing different types,"},{"speaker":"Andrew Maff","startTime":272.36,"endTime":274.61,"body":"we're testing different"},{"speaker":"Andrew Maff","startTime":274.61,"endTime":277.52,"body":"audiences. If we want to lean"},{"speaker":"Andrew Maff","startTime":274.61,"endTime":277.52,"body":"into that, or we went broad, and"},{"speaker":"Andrew Maff","startTime":277.52,"endTime":279.47,"body":"then we're testing copy, like"},{"speaker":"Andrew Maff","startTime":277.52,"endTime":279.47,"body":"we're trying all these different"},{"speaker":"Andrew Maff","startTime":279.47,"endTime":285.95,"body":"things, and the return just"},{"speaker":"Andrew Maff","startTime":279.47,"endTime":285.95,"body":"wasn't like great, but what was"},{"speaker":"Andrew Maff","startTime":285.95,"endTime":292.13,"body":"very interesting was Amazon was"},{"speaker":"Andrew Maff","startTime":285.95,"endTime":292.13,"body":"doing really well, and we hadn't"},{"speaker":"Andrew Maff","startTime":292.13,"endTime":294.65,"body":"changed much of anything from"},{"speaker":"Andrew Maff","startTime":292.13,"endTime":294.65,"body":"their advertising, but they were"},{"speaker":"Andrew Maff","startTime":294.65,"endTime":297.32,"body":"seeing some pretty nice"},{"speaker":"Andrew Maff","startTime":294.65,"endTime":297.32,"body":"improvements, and they have"},{"speaker":"Andrew Maff","startTime":297.32,"endTime":303.32,"body":"seasonality to a certain extent."},{"speaker":"Andrew Maff","startTime":297.32,"endTime":303.32,"body":"But now is not the season, so"},{"speaker":"Andrew Maff","startTime":303.32,"endTime":305.6,"body":"we're kind of like, oh, this is"},{"speaker":"Andrew Maff","startTime":303.32,"endTime":305.6,"body":"interesting, and when we say"},{"speaker":"Andrew Maff","startTime":305.6,"endTime":308.27,"body":"that, like, Amazon was"},{"speaker":"Andrew Maff","startTime":305.6,"endTime":308.27,"body":"performing better, I mean, like,"},{"speaker":"Andrew Maff","startTime":308.3,"endTime":316.7,"body":"they were up almost 50% from"},{"speaker":"Andrew Maff","startTime":308.3,"endTime":316.7,"body":"where they were, so, like,"},{"speaker":"Andrew Maff","startTime":317.18,"endTime":320.99,"body":"really nice jump, considering ad"},{"speaker":"Andrew Maff","startTime":317.18,"endTime":320.99,"body":"spend and maintained on Amazon,"},{"speaker":"Andrew Maff","startTime":320.99,"endTime":321.62,"body":"nothing crazy."},{"speaker":"Andrew Maff","startTime":322.22,"endTime":325.49,"body":"So we were like we had a theory,"},{"speaker":"Andrew Maff","startTime":322.22,"endTime":325.49,"body":"and so we did is we started"},{"speaker":"Andrew Maff","startTime":325.49,"endTime":330.26,"body":"digging into the data, and we"},{"speaker":"Andrew Maff","startTime":325.49,"endTime":330.26,"body":"looked into search term reports,"},{"speaker":"Andrew Maff","startTime":330.29,"endTime":332.66,"body":"we looked into brand analytics,"},{"speaker":"Andrew Maff","startTime":330.29,"endTime":332.66,"body":"we pulled a bunch of data out of"},{"speaker":"Andrew Maff","startTime":332.66,"endTime":336.71,"body":"it, we started watching the heat"},{"speaker":"Andrew Maff","startTime":332.66,"endTime":336.71,"body":"map and scroll tracking on the"},{"speaker":"Andrew Maff","startTime":336.71,"endTime":339.98,"body":"site, and basically what we were"},{"speaker":"Andrew Maff","startTime":336.71,"endTime":339.98,"body":"able to figure out is that a lot"},{"speaker":"Andrew Maff","startTime":340.01,"endTime":343.22,"body":"of people were leaving the"},{"speaker":"Andrew Maff","startTime":340.01,"endTime":343.22,"body":"website and going to shop on"},{"speaker":"Andrew Maff","startTime":343.22,"endTime":350.39,"body":"Amazon, so this was a prime"},{"speaker":"Andrew Maff","startTime":343.22,"endTime":350.39,"body":"example of when a brand is"},{"speaker":"Andrew Maff","startTime":350.39,"endTime":354.11,"body":"trying a certain strategy, in"},{"speaker":"Andrew Maff","startTime":350.39,"endTime":354.11,"body":"this case, let's say Meta ads,"},{"speaker":"Andrew Maff","startTime":354.2,"endTime":359.0,"body":"the immediate thought is, if I'm"},{"speaker":"Andrew Maff","startTime":354.2,"endTime":359.0,"body":"not seeing the return that I"},{"speaker":"Andrew Maff","startTime":359.0,"endTime":364.52,"body":"want, kill it, and the problem"},{"speaker":"Andrew Maff","startTime":359.0,"endTime":364.52,"body":"with that theory is you're"},{"speaker":"Andrew Maff","startTime":364.67,"endTime":368.06,"body":"unless obviously you only have"},{"speaker":"Andrew Maff","startTime":364.67,"endTime":368.06,"body":"one sales channel, but the"},{"speaker":"Andrew Maff","startTime":368.06,"endTime":372.41,"body":"problem with that theory is no"},{"speaker":"Andrew Maff","startTime":368.06,"endTime":372.41,"body":"matter where you point the"},{"speaker":"Andrew Maff","startTime":372.41,"endTime":375.62,"body":"consumer, it doesn't mean that's"},{"speaker":"Andrew Maff","startTime":372.41,"endTime":375.62,"body":"where they're going to shop, it"},{"speaker":"Andrew Maff","startTime":375.62,"endTime":378.35,"body":"just doesn't, they might go shop"},{"speaker":"Andrew Maff","startTime":375.62,"endTime":378.35,"body":"somewhere else, they might find"},{"speaker":"Andrew Maff","startTime":378.35,"endTime":382.13,"body":"you on somewhere else besides"},{"speaker":"Andrew Maff","startTime":378.35,"endTime":382.13,"body":"Amazon, but if we killed their"},{"speaker":"Andrew Maff","startTime":382.13,"endTime":387.32,"body":"Meta ads, we would immediately"},{"speaker":"Andrew Maff","startTime":382.13,"endTime":387.32,"body":"see a reduction on the Amazon"},{"speaker":"Andrew Maff","startTime":387.32,"endTime":391.76,"body":"side, and so we now know that"},{"speaker":"Andrew Maff","startTime":387.32,"endTime":391.76,"body":"we're educating people, but"},{"speaker":"Andrew Maff","startTime":391.76,"endTime":394.55,"body":"right now, obviously, we've got"},{"speaker":"Andrew Maff","startTime":391.76,"endTime":394.55,"body":"to do some cleaning up on the"},{"speaker":"Andrew Maff","startTime":394.55,"endTime":397.04,"body":"site of what we can figure out"},{"speaker":"Andrew Maff","startTime":394.55,"endTime":397.04,"body":"to try to really incentivize"},{"speaker":"Andrew Maff","startTime":397.04,"endTime":398.6,"body":"them to stay on the site,"},{"speaker":"Andrew Maff","startTime":397.04,"endTime":398.6,"body":"because we want to keep their"},{"speaker":"Andrew Maff","startTime":398.6,"endTime":402.8,"body":"customer data, but if we killed"},{"speaker":"Andrew Maff","startTime":398.6,"endTime":402.8,"body":"Meta ads, that's going to take"},{"speaker":"Andrew Maff","startTime":402.8,"endTime":404.24,"body":"the rest of the business down"},{"speaker":"Andrew Maff","startTime":402.8,"endTime":404.24,"body":"with it."},{"speaker":"Andrew Maff","startTime":404.75,"endTime":407.9,"body":"So now we have to look at, like,"},{"speaker":"Andrew Maff","startTime":404.75,"endTime":407.9,"body":"okay, we actually have to factor"},{"speaker":"Andrew Maff","startTime":407.9,"endTime":411.59,"body":"in what are we doing on the Meta"},{"speaker":"Andrew Maff","startTime":407.9,"endTime":411.59,"body":"side of things, and what is that"},{"speaker":"Andrew Maff","startTime":411.59,"endTime":416.84,"body":"going to do in order to do, we"},{"speaker":"Andrew Maff","startTime":411.59,"endTime":416.84,"body":"need to factor in revenue coming"},{"speaker":"Andrew Maff","startTime":416.84,"endTime":420.65,"body":"from Amazon in some way, shape"},{"speaker":"Andrew Maff","startTime":416.84,"endTime":420.65,"body":"or form, because we also want to"},{"speaker":"Andrew Maff","startTime":420.68,"endTime":424.19,"body":"see, like, all right, if Meta is"},{"speaker":"Andrew Maff","startTime":420.68,"endTime":424.19,"body":"doing that well, we factor those"},{"speaker":"Andrew Maff","startTime":424.19,"endTime":428.99,"body":"sales in. Now we need to start"},{"speaker":"Andrew Maff","startTime":424.19,"endTime":428.99,"body":"scaling it up, so that's where"},{"speaker":"Andrew Maff","startTime":428.99,"endTime":432.11,"body":"it becomes kind of interesting"},{"speaker":"Andrew Maff","startTime":428.99,"endTime":432.11,"body":"for us to evaluate the bleed"},{"speaker":"Andrew Maff","startTime":432.11,"endTime":435.83,"body":"over there. And this was just a"},{"speaker":"Andrew Maff","startTime":432.11,"endTime":435.83,"body":"- this is one of probably a"},{"speaker":"Andrew Maff","startTime":435.83,"endTime":439.16,"body":"dozen times this happened over"},{"speaker":"Andrew Maff","startTime":435.83,"endTime":439.16,"body":"the past several months, like"},{"speaker":"Andrew Maff","startTime":439.16,"endTime":443.15,"body":"this is extremely common. We see"},{"speaker":"Andrew Maff","startTime":439.16,"endTime":443.15,"body":"it's the rising tides lift all"},{"speaker":"Andrew Maff","startTime":443.15,"endTime":447.44,"body":"boats, it's the halo effect,"},{"speaker":"Andrew Maff","startTime":443.15,"endTime":447.44,"body":"right. A lot of brands sell on"},{"speaker":"Andrew Maff","startTime":447.44,"endTime":451.1,"body":"TikTok, they'll see very similar"},{"speaker":"Andrew Maff","startTime":447.44,"endTime":451.1,"body":"situations where they'll start"},{"speaker":"Andrew Maff","startTime":451.1,"endTime":453.92,"body":"ramping up on TikTok, and then"},{"speaker":"Andrew Maff","startTime":451.1,"endTime":453.92,"body":"they'll start to see a lot of"},{"speaker":"Andrew Maff","startTime":453.92,"endTime":455.0,"body":"growth on the Amazon side."},{"speaker":"Andrew Maff","startTime":455.03,"endTime":458.12,"body":"Actually, I can give you another"},{"speaker":"Andrew Maff","startTime":455.03,"endTime":458.12,"body":"example. We just did a whole"},{"speaker":"Andrew Maff","startTime":458.12,"endTime":462.32,"body":"review with a brand that came to"},{"speaker":"Andrew Maff","startTime":458.12,"endTime":462.32,"body":"us, they were having issues with"},{"speaker":"Andrew Maff","startTime":462.32,"endTime":466.46,"body":"their Amazon, and one of the"},{"speaker":"Andrew Maff","startTime":462.32,"endTime":466.46,"body":"things that we were able to"},{"speaker":"Andrew Maff","startTime":466.46,"endTime":470.78,"body":"figure out was the agency that"},{"speaker":"Andrew Maff","startTime":466.46,"endTime":470.78,"body":"they were working with was just"},{"speaker":"Andrew Maff","startTime":470.78,"endTime":476.18,"body":"piggybacking off of all of the"},{"speaker":"Andrew Maff","startTime":470.78,"endTime":476.18,"body":"off Amazon success, they were"},{"speaker":"Andrew Maff","startTime":476.18,"endTime":481.4,"body":"spending a lot, like six figures"},{"speaker":"Andrew Maff","startTime":476.18,"endTime":481.4,"body":"a month on off Amazon marketing,"},{"speaker":"Andrew Maff","startTime":481.4,"endTime":485.69,"body":"mostly TikTok and Meta,"},{"speaker":"Andrew Maff","startTime":481.4,"endTime":485.69,"body":"Instagram, etc. And so they"},{"speaker":"Andrew Maff","startTime":485.69,"endTime":490.1,"body":"would spend a ton of money on"},{"speaker":"Andrew Maff","startTime":485.69,"endTime":490.1,"body":"off Amazon, and what the agency"},{"speaker":"Andrew Maff","startTime":490.1,"endTime":493.64,"body":"was doing is they were basically"},{"speaker":"Andrew Maff","startTime":490.1,"endTime":493.64,"body":"allocating a majority of the"},{"speaker":"Andrew Maff","startTime":493.64,"endTime":497.84,"body":"budget towards just branded"},{"speaker":"Andrew Maff","startTime":493.64,"endTime":497.84,"body":"terms, which don't get me wrong,"},{"speaker":"Andrew Maff","startTime":497.84,"endTime":500.03,"body":"I'm a big fan of playing"},{"speaker":"Andrew Maff","startTime":497.84,"endTime":500.03,"body":"defense, I think you have to do"},{"speaker":"Andrew Maff","startTime":500.03,"endTime":501.65,"body":"it because otherwise your"},{"speaker":"Andrew Maff","startTime":500.03,"endTime":501.65,"body":"competitors just going to bid in"},{"speaker":"Andrew Maff","startTime":501.65,"endTime":504.53,"body":"your name, and they tested some"},{"speaker":"Andrew Maff","startTime":501.65,"endTime":504.53,"body":"stuff, and sure enough, that was"},{"speaker":"Andrew Maff","startTime":504.53,"endTime":507.53,"body":"the case, like you can't get"},{"speaker":"Andrew Maff","startTime":504.53,"endTime":507.53,"body":"away from it, but you can"},{"speaker":"Andrew Maff","startTime":507.92,"endTime":511.28,"body":"either, A, you need to figure"},{"speaker":"Andrew Maff","startTime":507.92,"endTime":511.28,"body":"out how to make those campaigns"},{"speaker":"Andrew Maff","startTime":511.28,"endTime":514.73,"body":"more efficient, so that you're"},{"speaker":"Andrew Maff","startTime":511.28,"endTime":514.73,"body":"not spending as much on branded,"},{"speaker":"Andrew Maff","startTime":515.12,"endTime":518.72,"body":"but they were effectively"},{"speaker":"Andrew Maff","startTime":515.12,"endTime":518.72,"body":"spending no money on any"},{"speaker":"Andrew Maff","startTime":519.17,"endTime":523.61,"body":"non-branded terms, so basically"},{"speaker":"Andrew Maff","startTime":519.17,"endTime":523.61,"body":"not generating any new business,"},{"speaker":"Andrew Maff","startTime":523.64,"endTime":526.01,"body":"they were just piggybacking off"},{"speaker":"Andrew Maff","startTime":523.64,"endTime":526.01,"body":"of the success from an"},{"speaker":"Andrew Maff","startTime":526.04,"endTime":529.52,"body":"off-Amazon perspective, and so"},{"speaker":"Andrew Maff","startTime":526.04,"endTime":529.52,"body":"that's where obviously things"},{"speaker":"Andrew Maff","startTime":529.52,"endTime":532.46,"body":"can kind of go the other"},{"speaker":"Andrew Maff","startTime":529.52,"endTime":532.46,"body":"direction, and so with them,"},{"speaker":"Andrew Maff","startTime":532.67,"endTime":536.06,"body":"what we started to look at was,"},{"speaker":"Andrew Maff","startTime":532.67,"endTime":536.06,"body":"well, you've got clear areas of"},{"speaker":"Andrew Maff","startTime":536.06,"endTime":538.28,"body":"efficiency that you could"},{"speaker":"Andrew Maff","startTime":536.06,"endTime":538.28,"body":"actually improve your branded"},{"speaker":"Andrew Maff","startTime":538.28,"endTime":541.34,"body":"campaign, so you're not spending"},{"speaker":"Andrew Maff","startTime":538.28,"endTime":541.34,"body":"so much on them, and you can"},{"speaker":"Andrew Maff","startTime":541.37,"endTime":545.0,"body":"earn like the true, like a"},{"speaker":"Andrew Maff","startTime":541.37,"endTime":545.0,"body":"majority, if not all, that"},{"speaker":"Andrew Maff","startTime":545.0,"endTime":547.34,"body":"impression share, so your"},{"speaker":"Andrew Maff","startTime":545.0,"endTime":547.34,"body":"competitors aren't taking over."},{"speaker":"Andrew Maff","startTime":547.67,"endTime":552.35,"body":"But then, B, you, they did have"},{"speaker":"Andrew Maff","startTime":547.67,"endTime":552.35,"body":"like some very like small data"},{"speaker":"Andrew Maff","startTime":552.35,"endTime":554.69,"body":"coming in from like auto"},{"speaker":"Andrew Maff","startTime":552.35,"endTime":554.69,"body":"campaigns, and a few broad"},{"speaker":"Andrew Maff","startTime":554.69,"endTime":558.5,"body":"things, for whatever reason,"},{"speaker":"Andrew Maff","startTime":554.69,"endTime":558.5,"body":"that we saw, like, hey, you've"},{"speaker":"Andrew Maff","startTime":558.5,"endTime":561.65,"body":"got some opportunities with"},{"speaker":"Andrew Maff","startTime":558.5,"endTime":561.65,"body":"these non-branded terms, so you"},{"speaker":"Andrew Maff","startTime":561.65,"endTime":565.22,"body":"can actually generate new"},{"speaker":"Andrew Maff","startTime":561.65,"endTime":565.22,"body":"business, so instead of this"},{"speaker":"Andrew Maff","startTime":565.22,"endTime":569.09,"body":"approach of, like, hey, let's"},{"speaker":"Andrew Maff","startTime":565.22,"endTime":569.09,"body":"just, you know, benefit from"},{"speaker":"Andrew Maff","startTime":569.09,"endTime":572.27,"body":"whatever's coming from off"},{"speaker":"Andrew Maff","startTime":569.09,"endTime":572.27,"body":"Amazon, let's actually see what"},{"speaker":"Andrew Maff","startTime":572.27,"endTime":574.91,"body":"we can do to generate new"},{"speaker":"Andrew Maff","startTime":572.27,"endTime":574.91,"body":"business here, and so that was"},{"speaker":"Andrew Maff","startTime":574.91,"endTime":577.76,"body":"another clear example of where"},{"speaker":"Andrew Maff","startTime":574.91,"endTime":577.76,"body":"it's a flip side of what we're"},{"speaker":"Andrew Maff","startTime":577.76,"endTime":582.32,"body":"focusing on the Amazon side, and"},{"speaker":"Andrew Maff","startTime":577.76,"endTime":582.32,"body":"so this isn't just through"},{"speaker":"Andrew Maff","startTime":582.8,"endTime":585.71,"body":"different sales channels, right,"},{"speaker":"Andrew Maff","startTime":582.8,"endTime":585.71,"body":"because from an off-Amazon"},{"speaker":"Andrew Maff","startTime":585.71,"endTime":588.17,"body":"perspective, obviously all of"},{"speaker":"Andrew Maff","startTime":585.71,"endTime":588.17,"body":"that's going to be targeted"},{"speaker":"Andrew Maff","startTime":588.17,"endTime":591.17,"body":"towards going to the website,"},{"speaker":"Andrew Maff","startTime":588.17,"endTime":591.17,"body":"but there was bleed over and"},{"speaker":"Andrew Maff","startTime":591.17,"endTime":593.63,"body":"they were going to Amazon, same"},{"speaker":"Andrew Maff","startTime":591.17,"endTime":593.63,"body":"thing with the original story I"},{"speaker":"Andrew Maff","startTime":593.63,"endTime":598.31,"body":"told you, you also see this"},{"speaker":"Andrew Maff","startTime":593.63,"endTime":598.31,"body":"happen with other marketing"},{"speaker":"Andrew Maff","startTime":598.31,"endTime":602.54,"body":"strategies, so not just sales"},{"speaker":"Andrew Maff","startTime":598.31,"endTime":602.54,"body":"channels, but there's a lot of"},{"speaker":"Andrew Maff","startTime":602.54,"endTime":606.56,"body":"people that you will see, and"},{"speaker":"Andrew Maff","startTime":602.54,"endTime":606.56,"body":"social tends to be where a lot"},{"speaker":"Andrew Maff","startTime":606.56,"endTime":609.89,"body":"of this stems, and it's really"},{"speaker":"Andrew Maff","startTime":606.56,"endTime":609.89,"body":"just because the consumer is..."},{"speaker":"Narrator","startTime":609.98,"endTime":612.2,"body":"Is your e-commerce"},{"speaker":"Narrator","startTime":609.98,"endTime":612.2,"body":"business experiencing falling"},{"speaker":"Narrator","startTime":612.2,"endTime":615.47,"body":"revenue? Bluetuskr has helped"},{"speaker":"Narrator","startTime":612.2,"endTime":615.47,"body":"many brands like yours excel."},{"speaker":"Narrator","startTime":615.59,"endTime":618.77,"body":"Unlike other marketing partners,"},{"speaker":"Narrator","startTime":615.59,"endTime":618.77,"body":"Bluetuskr leverages a team of"},{"speaker":"Narrator","startTime":618.77,"endTime":622.34,"body":"specialists to ensure every"},{"speaker":"Narrator","startTime":618.77,"endTime":622.34,"body":"strategy is created and executed"},{"speaker":"Narrator","startTime":622.34,"endTime":625.22,"body":"toward your business growth. As"},{"speaker":"Narrator","startTime":622.34,"endTime":625.22,"body":"an extension of your marketing"},{"speaker":"Narrator","startTime":625.22,"endTime":628.52,"body":"team, Bluetuskr prides itself on"},{"speaker":"Narrator","startTime":625.22,"endTime":628.52,"body":"helping to fill in the gaps and"},{"speaker":"Narrator","startTime":628.52,"endTime":631.46,"body":"develop strong omni-channel"},{"speaker":"Narrator","startTime":628.52,"endTime":631.46,"body":"strategies to diversify your"},{"speaker":"Narrator","startTime":631.46,"endTime":634.07,"body":"business from the rest. Ready to"},{"speaker":"Narrator","startTime":631.46,"endTime":634.07,"body":"scale your marketing"},{"speaker":"Narrator","startTime":634.07,"endTime":638.15,"body":"initiatives? Visit their"},{"speaker":"Narrator","startTime":634.07,"endTime":638.15,"body":"website, bluetuskr.com that's b"},{"speaker":"Narrator","startTime":638.15,"endTime":640.76,"body":"l u e t u s k r.com"},{"speaker":"Andrew Maff","startTime":642.71,"endTime":645.86,"body":"In my opinion, in"},{"speaker":"Andrew Maff","startTime":642.71,"endTime":645.86,"body":"2020 consumers took a really big"},{"speaker":"Andrew Maff","startTime":645.86,"endTime":650.45,"body":"jump forward in terms of the"},{"speaker":"Andrew Maff","startTime":645.86,"endTime":650.45,"body":"best ways to shop online, mainly"},{"speaker":"Andrew Maff","startTime":650.45,"endTime":654.29,"body":"because there were so many scams"},{"speaker":"Andrew Maff","startTime":650.45,"endTime":654.29,"body":"going on during that whole COVID"},{"speaker":"Andrew Maff","startTime":654.29,"endTime":658.37,"body":"period that they got used to"},{"speaker":"Andrew Maff","startTime":654.29,"endTime":658.37,"body":"doing their own due diligence."},{"speaker":"Andrew Maff","startTime":658.4,"endTime":661.49,"body":"Is this a real company? If I see"},{"speaker":"Andrew Maff","startTime":658.4,"endTime":661.49,"body":"something on social media, and"},{"speaker":"Andrew Maff","startTime":661.49,"endTime":665.03,"body":"it looks really cool. Am I about"},{"speaker":"Andrew Maff","startTime":661.49,"endTime":665.03,"body":"to get scammed? So they end up"},{"speaker":"Andrew Maff","startTime":665.03,"endTime":668.3,"body":"leaving social media. They may"},{"speaker":"Andrew Maff","startTime":665.03,"endTime":668.3,"body":"Google you, they may now, they"},{"speaker":"Andrew Maff","startTime":668.3,"endTime":671.3,"body":"may talk to AI about you, they"},{"speaker":"Andrew Maff","startTime":668.3,"endTime":671.3,"body":"may go to Amazon and see if you"},{"speaker":"Andrew Maff","startTime":671.3,"endTime":674.66,"body":"sell there and see what other"},{"speaker":"Andrew Maff","startTime":671.3,"endTime":674.66,"body":"people are saying. But even if"},{"speaker":"Andrew Maff","startTime":674.66,"endTime":677.36,"body":"you have like an influencer"},{"speaker":"Andrew Maff","startTime":674.66,"endTime":677.36,"body":"that's telling them about the"},{"speaker":"Andrew Maff","startTime":677.36,"endTime":680.96,"body":"product and is like telling them"},{"speaker":"Andrew Maff","startTime":677.36,"endTime":680.96,"body":"everything's awesome about the"},{"speaker":"Andrew Maff","startTime":680.96,"endTime":684.2,"body":"product, they still are just"},{"speaker":"Andrew Maff","startTime":680.96,"endTime":684.2,"body":"like this is just one person who"},{"speaker":"Andrew Maff","startTime":684.2,"endTime":687.5,"body":"clearly has a bias, but it does"},{"speaker":"Andrew Maff","startTime":684.2,"endTime":687.5,"body":"seem like a cool product. So,"},{"speaker":"Andrew Maff","startTime":687.5,"endTime":690.65,"body":"let me do some digging. And so,"},{"speaker":"Andrew Maff","startTime":687.5,"endTime":690.65,"body":"what ends up happening is these"},{"speaker":"Andrew Maff","startTime":690.65,"endTime":695.75,"body":"consumers hop around, so they"},{"speaker":"Andrew Maff","startTime":690.65,"endTime":695.75,"body":"may leave, they may see your"},{"speaker":"Andrew Maff","startTime":695.75,"endTime":698.06,"body":"information on TikTok, and then"},{"speaker":"Andrew Maff","startTime":695.75,"endTime":698.06,"body":"guess what, they're going to"},{"speaker":"Andrew Maff","startTime":698.06,"endTime":700.22,"body":"take your name and they're going"},{"speaker":"Andrew Maff","startTime":698.06,"endTime":700.22,"body":"to go Google you, and if you've"},{"speaker":"Andrew Maff","startTime":700.22,"endTime":702.65,"body":"got Google ads running now, you"},{"speaker":"Andrew Maff","startTime":700.22,"endTime":702.65,"body":"found their website, and so"},{"speaker":"Andrew Maff","startTime":702.65,"endTime":704.27,"body":"they're going to click on your"},{"speaker":"Andrew Maff","startTime":702.65,"endTime":704.27,"body":"Google ad, they're gonna go to"},{"speaker":"Andrew Maff","startTime":704.27,"endTime":706.49,"body":"website, learn more about your"},{"speaker":"Andrew Maff","startTime":704.27,"endTime":706.49,"body":"website. They still aren't"},{"speaker":"Andrew Maff","startTime":706.49,"endTime":707.96,"body":"convinced, they're going to go"},{"speaker":"Andrew Maff","startTime":706.49,"endTime":707.96,"body":"to Amazon, see if you're on"},{"speaker":"Andrew Maff","startTime":707.96,"endTime":708.32,"body":"Amazon."},{"speaker":"Andrew Maff","startTime":708.92,"endTime":771.73,"body":"So when you look at your"},{"speaker":"Andrew Maff","startTime":708.92,"endTime":771.73,"body":"marketing strategies of what is"},{"speaker":"Andrew Maff","startTime":745.52,"endTime":749.555,"body":"One of my biggest examples that"},{"speaker":"Andrew Maff","startTime":745.52,"endTime":749.555,"body":"I always, I always just kind of,"},{"speaker":"Andrew Maff","startTime":749.619,"endTime":753.591,"body":"it makes me laugh when I think"},{"speaker":"Andrew Maff","startTime":749.619,"endTime":753.591,"body":"about it. I was obviously a huge"},{"speaker":"Andrew Maff","startTime":753.654,"endTime":757.501,"body":"fan of Mad Men. There's not a"},{"speaker":"Andrew Maff","startTime":753.654,"endTime":757.501,"body":"single scene where the owner is"},{"speaker":"Andrew Maff","startTime":757.564,"endTime":761.474,"body":"sitting down with Don Draper and"},{"speaker":"Andrew Maff","startTime":757.564,"endTime":761.474,"body":"he goes, 'Hey, I want to know"},{"speaker":"Andrew Maff","startTime":761.537,"endTime":765.447,"body":"the exact ROI of that billboard"},{"speaker":"Andrew Maff","startTime":761.537,"endTime":765.447,"body":"that you guys ran, like that's"},{"speaker":"Andrew Maff","startTime":765.51,"endTime":769.483,"body":"that's just not a thing. It is a"},{"speaker":"Andrew Maff","startTime":765.51,"endTime":769.483,"body":"comprehensive message that you"},{"speaker":"Andrew Maff","startTime":769.546,"endTime":773.204,"body":"are sending out to user to"},{"speaker":"Andrew Maff","startTime":769.546,"endTime":773.204,"body":"potential customers across many"},{"speaker":"Andrew Maff","startTime":772.852,"endTime":837.906,"body":"working, the biggest problem"},{"speaker":"Andrew Maff","startTime":772.852,"endTime":837.906,"body":"that we've seen, literally, I"},{"speaker":"Andrew Maff","startTime":773.267,"endTime":776.987,"body":"different marketing channels,"},{"speaker":"Andrew Maff","startTime":773.267,"endTime":776.987,"body":"and the user is going to shop"},{"speaker":"Andrew Maff","startTime":777.05,"endTime":780.267,"body":"wherever they are most"},{"speaker":"Andrew Maff","startTime":777.05,"endTime":780.267,"body":"comfortable. So the question"},{"speaker":"Andrew Maff","startTime":780.33,"endTime":784.176,"body":"then becomes like, cool, yeah,"},{"speaker":"Andrew Maff","startTime":780.33,"endTime":784.176,"body":"Andrew, I understand that, but"},{"speaker":"Andrew Maff","startTime":784.24,"endTime":788.149,"body":"I've got to make money, like,"},{"speaker":"Andrew Maff","startTime":784.24,"endTime":788.149,"body":"duh, I'm not telling you to pour"},{"speaker":"Andrew Maff","startTime":788.212,"endTime":791.87,"body":"gas into stuff that's not"},{"speaker":"Andrew Maff","startTime":788.212,"endTime":791.87,"body":"working. What I am saying is the"},{"speaker":"Andrew Maff","startTime":791.933,"endTime":795.401,"body":"best way to evaluate what is"},{"speaker":"Andrew Maff","startTime":791.933,"endTime":795.401,"body":"working well is looking at"},{"speaker":"Andrew Maff","startTime":795.465,"endTime":799.374,"body":"everything holistically first,"},{"speaker":"Andrew Maff","startTime":795.465,"endTime":799.374,"body":"then figuring out and diving in"},{"speaker":"Andrew Maff","startTime":799.437,"endTime":803.158,"body":"deeper to the analytics to"},{"speaker":"Andrew Maff","startTime":799.437,"endTime":803.158,"body":"evaluate where should I put more"},{"speaker":"Andrew Maff","startTime":803.221,"endTime":803.6,"body":"money."},{"speaker":"Andrew Maff","startTime":803.6,"endTime":806.844,"body":"So I'll use ourselves as an"},{"speaker":"Andrew Maff","startTime":803.6,"endTime":806.844,"body":"example, right? I do this"},{"speaker":"Andrew Maff","startTime":806.905,"endTime":810.701,"body":"podcast, I've got a newsletter,"},{"speaker":"Andrew Maff","startTime":806.905,"endTime":810.701,"body":"we have social media that goes"},{"speaker":"Andrew Maff","startTime":810.762,"endTime":813.701,"body":"out, we do a little bit of"},{"speaker":"Andrew Maff","startTime":810.762,"endTime":813.701,"body":"advertising, we go to"},{"speaker":"Andrew Maff","startTime":813.762,"endTime":817.312,"body":"conferences, we do webinars,"},{"speaker":"Andrew Maff","startTime":813.762,"endTime":817.312,"body":"like we're.. I try to do, you"},{"speaker":"Andrew Maff","startTime":817.374,"endTime":821.23,"body":"know, as much as possible, and"},{"speaker":"Andrew Maff","startTime":817.374,"endTime":821.23,"body":"if I sat down and looked at, you"},{"speaker":"Andrew Maff","startTime":821.292,"endTime":825.148,"body":"know, what is where should I put"},{"speaker":"Andrew Maff","startTime":821.292,"endTime":825.148,"body":"more of my efforts. I can tell"},{"speaker":"Andrew Maff","startTime":825.21,"endTime":828.821,"body":"you right now, it's not this"},{"speaker":"Andrew Maff","startTime":825.21,"endTime":828.821,"body":"podcast. This is not something"},{"speaker":"Andrew Maff","startTime":828.883,"endTime":832.311,"body":"where I generate a lot of"},{"speaker":"Andrew Maff","startTime":828.883,"endTime":832.311,"body":"business from it. This is just"},{"speaker":"Andrew Maff","startTime":832.372,"endTime":836.168,"body":"an opportunity for me to kind of"},{"speaker":"Andrew Maff","startTime":832.372,"endTime":836.168,"body":"stay involved in the industry"},{"speaker":"Andrew Maff","startTime":836.229,"endTime":839.78,"body":"and voice my opinion, and, and"},{"speaker":"Andrew Maff","startTime":836.229,"endTime":839.78,"body":"obviously I get to have all"},{"speaker":"Andrew Maff","startTime":839.027,"endTime":908.568,"body":"swear this happens nine times"},{"speaker":"Andrew Maff","startTime":839.027,"endTime":908.568,"body":"out of 10, where someone's like,"},{"speaker":"Andrew Maff","startTime":839.841,"endTime":843.514,"body":"these great people on the show"},{"speaker":"Andrew Maff","startTime":839.841,"endTime":843.514,"body":"and everything, but what does"},{"speaker":"Andrew Maff","startTime":843.575,"endTime":847.371,"body":"end up happening is every now"},{"speaker":"Andrew Maff","startTime":843.575,"endTime":847.371,"body":"and then I hear someone, they're"},{"speaker":"Andrew Maff","startTime":847.432,"endTime":851.166,"body":"like, \"Oh, I started working"},{"speaker":"Andrew Maff","startTime":847.432,"endTime":851.166,"body":"with you and I actually am a big"},{"speaker":"Andrew Maff","startTime":851.227,"endTime":854.9,"body":"fan of the podcast, or maybe"},{"speaker":"Andrew Maff","startTime":851.227,"endTime":854.9,"body":"they were on the podcast, or we"},{"speaker":"Andrew Maff","startTime":854.962,"endTime":858.39,"body":"were working with so and so"},{"speaker":"Andrew Maff","startTime":854.962,"endTime":858.39,"body":"vendor and they were on your"},{"speaker":"Andrew Maff","startTime":858.451,"endTime":862.308,"body":"podcast, so like every now and"},{"speaker":"Andrew Maff","startTime":858.451,"endTime":862.308,"body":"then that kind of like ancillary"},{"speaker":"Andrew Maff","startTime":862.369,"endTime":866.348,"body":"stuff comes through, but most of"},{"speaker":"Andrew Maff","startTime":862.369,"endTime":866.348,"body":"the time it's they actually came"},{"speaker":"Andrew Maff","startTime":866.409,"endTime":869.838,"body":"through, like according to all"},{"speaker":"Andrew Maff","startTime":866.409,"endTime":869.838,"body":"of my data, oh, they came"},{"speaker":"Andrew Maff","startTime":869.899,"endTime":873.45,"body":"through from an email or they"},{"speaker":"Andrew Maff","startTime":869.899,"endTime":873.45,"body":"came through from our social"},{"speaker":"Andrew Maff","startTime":873.511,"endTime":877.306,"body":"media or something like that, so"},{"speaker":"Andrew Maff","startTime":873.511,"endTime":877.306,"body":"like I have to factor in that"},{"speaker":"Andrew Maff","startTime":877.368,"endTime":880.979,"body":"there are things that we are"},{"speaker":"Andrew Maff","startTime":877.368,"endTime":880.979,"body":"doing that I cannot put a very"},{"speaker":"Andrew Maff","startTime":881.041,"endTime":884.897,"body":"true ROI to, but I know that if"},{"speaker":"Andrew Maff","startTime":881.041,"endTime":884.897,"body":"I stop them, it's going to pull"},{"speaker":"Andrew Maff","startTime":884.959,"endTime":888.815,"body":"everything down, right. And so"},{"speaker":"Andrew Maff","startTime":884.959,"endTime":888.815,"body":"that's the concept that I find a"},{"speaker":"Andrew Maff","startTime":888.877,"endTime":890.53,"body":"lot of brands mess up with."},{"speaker":"Andrew Maff","startTime":890.53,"endTime":893.616,"body":"And so really, what it comes"},{"speaker":"Andrew Maff","startTime":890.53,"endTime":893.616,"body":"down to is how can you dig into"},{"speaker":"Andrew Maff","startTime":893.667,"endTime":896.599,"body":"those analytics. Amazon's the"},{"speaker":"Andrew Maff","startTime":893.667,"endTime":896.599,"body":"biggest one, right, because"},{"speaker":"Andrew Maff","startTime":896.65,"endTime":899.685,"body":"Amazon has developed this big"},{"speaker":"Andrew Maff","startTime":896.65,"endTime":899.685,"body":"platform that everyone loves,"},{"speaker":"Andrew Maff","startTime":899.736,"endTime":902.822,"body":"and so obviously, if they're, if"},{"speaker":"Andrew Maff","startTime":899.736,"endTime":902.822,"body":"someone is more comfortable"},{"speaker":"Andrew Maff","startTime":902.874,"endTime":906.165,"body":"shopping on Amazon, that's where"},{"speaker":"Andrew Maff","startTime":902.874,"endTime":906.165,"body":"they're going to go. So they go"},{"speaker":"Andrew Maff","startTime":906.217,"endTime":909.251,"body":"to Amazon, they shop there. So"},{"speaker":"Andrew Maff","startTime":906.217,"endTime":909.251,"body":"the question always becomes,"},{"speaker":"Andrew Maff","startTime":909.303,"endTime":912.338,"body":"cool. Well, what am I doing?"},{"speaker":"Andrew Maff","startTime":909.303,"endTime":912.338,"body":"Everything that I'm doing from"},{"speaker":"Andrew Maff","startTime":909.689,"endTime":979.23,"body":"I'm not, I'm running these ads"},{"speaker":"Andrew Maff","startTime":909.689,"endTime":979.23,"body":"directed at my DTC website, and"},{"speaker":"Andrew Maff","startTime":912.389,"endTime":915.578,"body":"an off-Amazon perspective, how"},{"speaker":"Andrew Maff","startTime":912.389,"endTime":915.578,"body":"am I supposed to judge how much"},{"speaker":"Andrew Maff","startTime":915.629,"endTime":917.43,"body":"business I am generating on Amazon?"},{"speaker":"Andrew Maff","startTime":917.43,"endTime":920.575,"body":"Well, here's what I can tell"},{"speaker":"Andrew Maff","startTime":917.43,"endTime":920.575,"body":"you, it's a little bit different"},{"speaker":"Andrew Maff","startTime":920.626,"endTime":923.668,"body":"for each brand, right, because"},{"speaker":"Andrew Maff","startTime":920.626,"endTime":923.668,"body":"if you have a, if you have a"},{"speaker":"Andrew Maff","startTime":923.72,"endTime":926.814,"body":"product that is a consumable, or"},{"speaker":"Andrew Maff","startTime":923.72,"endTime":926.814,"body":"it's something that someone"},{"speaker":"Andrew Maff","startTime":926.865,"endTime":929.753,"body":"purchases a lot, it's a little"},{"speaker":"Andrew Maff","startTime":926.865,"endTime":929.753,"body":"bit of a different beast,"},{"speaker":"Andrew Maff","startTime":929.804,"endTime":932.795,"body":"because they might have found"},{"speaker":"Andrew Maff","startTime":929.804,"endTime":932.795,"body":"you on Amazon, and then they"},{"speaker":"Andrew Maff","startTime":932.846,"endTime":935.94,"body":"might just want to purchase you"},{"speaker":"Andrew Maff","startTime":932.846,"endTime":935.94,"body":"again, and so they're coming"},{"speaker":"Andrew Maff","startTime":935.991,"endTime":939.291,"body":"back to find you on Amazon, and"},{"speaker":"Andrew Maff","startTime":935.991,"endTime":939.291,"body":"either way, you still got to bid"},{"speaker":"Andrew Maff","startTime":939.343,"endTime":942.333,"body":"on your brand name, because"},{"speaker":"Andrew Maff","startTime":939.343,"endTime":942.333,"body":"otherwise your competitors are"},{"speaker":"Andrew Maff","startTime":942.385,"endTime":945.479,"body":"going to take over, if it's not"},{"speaker":"Andrew Maff","startTime":942.385,"endTime":945.479,"body":"necessarily that, maybe it's"},{"speaker":"Andrew Maff","startTime":945.53,"endTime":948.366,"body":"actually more of a product that"},{"speaker":"Andrew Maff","startTime":945.53,"endTime":948.366,"body":"they only purchase very"},{"speaker":"Andrew Maff","startTime":948.418,"endTime":951.253,"body":"infrequently, or maybe only"},{"speaker":"Andrew Maff","startTime":948.418,"endTime":951.253,"body":"once. Now it's a little bit"},{"speaker":"Andrew Maff","startTime":951.305,"endTime":954.656,"body":"easier to make a judgment of it,"},{"speaker":"Andrew Maff","startTime":951.305,"endTime":954.656,"body":"because if they're searching for"},{"speaker":"Andrew Maff","startTime":954.708,"endTime":957.853,"body":"your brand name, what? How the"},{"speaker":"Andrew Maff","startTime":954.708,"endTime":957.853,"body":"hell did they find you? Right,"},{"speaker":"Andrew Maff","startTime":957.905,"endTime":960.947,"body":"like I love when there's a"},{"speaker":"Andrew Maff","startTime":957.905,"endTime":960.947,"body":"product that it's something that"},{"speaker":"Andrew Maff","startTime":960.998,"endTime":964.092,"body":"you really only need to buy"},{"speaker":"Andrew Maff","startTime":960.998,"endTime":964.092,"body":"once, maybe again, if it breaks,"},{"speaker":"Andrew Maff","startTime":964.144,"endTime":967.237,"body":"kind of thing, but then that's"},{"speaker":"Andrew Maff","startTime":964.144,"endTime":967.237,"body":"it. And I always get the same"},{"speaker":"Andrew Maff","startTime":967.289,"endTime":970.382,"body":"answer from every brand. It's"},{"speaker":"Andrew Maff","startTime":967.289,"endTime":970.382,"body":"like, oh, they just love it so"},{"speaker":"Andrew Maff","startTime":970.434,"endTime":973.579,"body":"much that they then come back,"},{"speaker":"Andrew Maff","startTime":970.434,"endTime":973.579,"body":"and then they buy a second, or"},{"speaker":"Andrew Maff","startTime":973.631,"endTime":976.724,"body":"they come back, and then it's a"},{"speaker":"Andrew Maff","startTime":973.631,"endTime":976.724,"body":"gift for a friend, and like,"},{"speaker":"Andrew Maff","startTime":976.776,"endTime":979.715,"body":"yeah, but like it's not that"},{"speaker":"Andrew Maff","startTime":976.776,"endTime":979.715,"body":"frequent, like it's just not"},{"speaker":"Andrew Maff","startTime":979.767,"endTime":982.602,"body":"that often that that's"},{"speaker":"Andrew Maff","startTime":979.767,"endTime":982.602,"body":"happening. So, like, we all know"},{"speaker":"Andrew Maff","startTime":980.351,"endTime":1052.135,"body":"I'm not seeing the return that I"},{"speaker":"Andrew Maff","startTime":980.351,"endTime":1052.135,"body":"want, so I'm going to turn them"},{"speaker":"Andrew Maff","startTime":982.654,"endTime":985.799,"body":"that you have the world's best"},{"speaker":"Andrew Maff","startTime":982.654,"endTime":985.799,"body":"product, and you, you have the"},{"speaker":"Andrew Maff","startTime":985.851,"endTime":989.047,"body":"greatest thing out there. Cool."},{"speaker":"Andrew Maff","startTime":985.851,"endTime":989.047,"body":"Yeah, sure. Which, by the way,"},{"speaker":"Andrew Maff","startTime":989.099,"endTime":992.141,"body":"obviously some people do, but"},{"speaker":"Andrew Maff","startTime":989.099,"endTime":992.141,"body":"like, can we all admit, like,"},{"speaker":"Andrew Maff","startTime":992.193,"endTime":993.74,"body":"it's not that great sometimes."},{"speaker":"Andrew Maff","startTime":993.74,"endTime":997.089,"body":"So it's, it's the messaging,"},{"speaker":"Andrew Maff","startTime":993.74,"endTime":997.089,"body":"it's the product. The products"},{"speaker":"Andrew Maff","startTime":997.146,"endTime":1000.609,"body":"can always be better. There's"},{"speaker":"Andrew Maff","startTime":997.146,"endTime":1000.609,"body":"always improvements to be done,"},{"speaker":"Andrew Maff","startTime":1000.666,"endTime":1004.299,"body":"but if you've got a product that"},{"speaker":"Andrew Maff","startTime":1000.666,"endTime":1004.299,"body":"is a typical one-time purchase."},{"speaker":"Andrew Maff","startTime":1004.356,"endTime":1007.705,"body":"When you're on Amazon, it's"},{"speaker":"Andrew Maff","startTime":1004.356,"endTime":1007.705,"body":"really easy to pull search term"},{"speaker":"Andrew Maff","startTime":1007.762,"endTime":1010.885,"body":"data through, like, brand"},{"speaker":"Andrew Maff","startTime":1007.762,"endTime":1010.885,"body":"analytics or directly through"},{"speaker":"Andrew Maff","startTime":1010.941,"endTime":1014.064,"body":"your ads and evaluate, like,"},{"speaker":"Andrew Maff","startTime":1010.941,"endTime":1014.064,"body":"just throw it into a quick"},{"speaker":"Andrew Maff","startTime":1014.121,"endTime":1017.47,"body":"spreadsheet and just see how"},{"speaker":"Andrew Maff","startTime":1014.121,"endTime":1017.47,"body":"much more impressions, clicks,"},{"speaker":"Andrew Maff","startTime":1017.527,"endTime":1021.16,"body":"just general search volume that"},{"speaker":"Andrew Maff","startTime":1017.527,"endTime":1021.16,"body":"you've generated from your brand"},{"speaker":"Andrew Maff","startTime":1021.217,"endTime":1024.283,"body":"name, and what is that"},{"speaker":"Andrew Maff","startTime":1021.217,"endTime":1024.283,"body":"percentage? How many people, or"},{"speaker":"Andrew Maff","startTime":1024.339,"endTime":1027.519,"body":"how much traffic, maybe have you"},{"speaker":"Andrew Maff","startTime":1024.339,"endTime":1027.519,"body":"driven to your listings"},{"speaker":"Andrew Maff","startTime":1027.575,"endTime":1030.584,"body":"holistically, and what"},{"speaker":"Andrew Maff","startTime":1027.575,"endTime":1030.584,"body":"percentage of that is stemming"},{"speaker":"Andrew Maff","startTime":1030.641,"endTime":1033.934,"body":"from branded? If that number"},{"speaker":"Andrew Maff","startTime":1030.641,"endTime":1033.934,"body":"keeps going up, maybe not the"},{"speaker":"Andrew Maff","startTime":1033.991,"endTime":1037.51,"body":"percentage, because maybe you're"},{"speaker":"Andrew Maff","startTime":1033.991,"endTime":1037.51,"body":"doing more from a prospecting"},{"speaker":"Andrew Maff","startTime":1037.567,"endTime":1040.974,"body":"perspective on Amazon, but maybe"},{"speaker":"Andrew Maff","startTime":1037.567,"endTime":1040.974,"body":"the actual number, how many"},{"speaker":"Andrew Maff","startTime":1041.03,"endTime":1044.38,"body":"impressions or clicks are you"},{"speaker":"Andrew Maff","startTime":1041.03,"endTime":1044.38,"body":"actually generating from your"},{"speaker":"Andrew Maff","startTime":1044.437,"endTime":1047.786,"body":"own brand name, and is that"},{"speaker":"Andrew Maff","startTime":1044.437,"endTime":1047.786,"body":"number consistently growing? If"},{"speaker":"Andrew Maff","startTime":1047.843,"endTime":1051.306,"body":"that's the case, I can tell you"},{"speaker":"Andrew Maff","startTime":1047.843,"endTime":1051.306,"body":"it's probably stemming from a"},{"speaker":"Andrew Maff","startTime":1051.363,"endTime":1054.372,"body":"lot of the stuff that you're"},{"speaker":"Andrew Maff","startTime":1051.363,"endTime":1054.372,"body":"doing from an off-Amazon"},{"speaker":"Andrew Maff","startTime":1053.257,"endTime":1120.554,"body":"off, and then the next thing you"},{"speaker":"Andrew Maff","startTime":1053.257,"endTime":1120.554,"body":"know, another sales channel"},{"speaker":"Andrew Maff","startTime":1054.428,"endTime":1057.948,"body":"perspective, because otherwise,"},{"speaker":"Andrew Maff","startTime":1054.428,"endTime":1057.948,"body":"how the hell do they know your"},{"speaker":"Andrew Maff","startTime":1058.005,"endTime":1058.63,"body":"brand name?"},{"speaker":"Andrew Maff","startTime":1058.63,"endTime":1062.033,"body":"Like, it's, it's uncommon for"},{"speaker":"Andrew Maff","startTime":1058.63,"endTime":1062.033,"body":"someone to come across your"},{"speaker":"Andrew Maff","startTime":1062.093,"endTime":1065.795,"body":"product on Amazon, not purchase"},{"speaker":"Andrew Maff","startTime":1062.093,"endTime":1065.795,"body":"it, and then relook your brand"},{"speaker":"Andrew Maff","startTime":1065.855,"endTime":1069.08,"body":"name up. Is it possible?"},{"speaker":"Andrew Maff","startTime":1065.855,"endTime":1069.08,"body":"Absolutely. But is it common?"},{"speaker":"Andrew Maff","startTime":1069.139,"endTime":1072.603,"body":"Absolutely not. So you have to"},{"speaker":"Andrew Maff","startTime":1069.139,"endTime":1072.603,"body":"make a judgment on how much"},{"speaker":"Andrew Maff","startTime":1072.662,"endTime":1076.186,"body":"bleed over is there. There are"},{"speaker":"Andrew Maff","startTime":1072.662,"endTime":1076.186,"body":"platforms out there that say"},{"speaker":"Andrew Maff","startTime":1076.245,"endTime":1079.768,"body":"that they can like track this,"},{"speaker":"Andrew Maff","startTime":1076.245,"endTime":1079.768,"body":"and they like, they can tell"},{"speaker":"Andrew Maff","startTime":1079.828,"endTime":1083.531,"body":"you, like, hey, you're getting x"},{"speaker":"Andrew Maff","startTime":1079.828,"endTime":1083.531,"body":"amount of revenue or x amount"},{"speaker":"Andrew Maff","startTime":1083.59,"endTime":1087.233,"body":"of, you know, results from your"},{"speaker":"Andrew Maff","startTime":1083.59,"endTime":1087.233,"body":"off Amazon efforts, bullshit,"},{"speaker":"Andrew Maff","startTime":1087.293,"endTime":1090.995,"body":"like, no, you can't, like, it's"},{"speaker":"Andrew Maff","startTime":1087.293,"endTime":1090.995,"body":"just no, you can't, like, it's"},{"speaker":"Andrew Maff","startTime":1091.055,"endTime":1094.458,"body":"just not doable. Yes, you can"},{"speaker":"Andrew Maff","startTime":1091.055,"endTime":1094.458,"body":"use your Amazon attribution"},{"speaker":"Andrew Maff","startTime":1094.518,"endTime":1098.101,"body":"link, yes, you can track revenue"},{"speaker":"Andrew Maff","startTime":1094.518,"endTime":1098.101,"body":"through there if you forced"},{"speaker":"Andrew Maff","startTime":1098.161,"endTime":1101.744,"body":"people to go to Amazon, but in"},{"speaker":"Andrew Maff","startTime":1098.161,"endTime":1101.744,"body":"this scenario, I'm not saying"},{"speaker":"Andrew Maff","startTime":1101.803,"endTime":1105.446,"body":"that, I'm saying you sent them"},{"speaker":"Andrew Maff","startTime":1101.803,"endTime":1105.446,"body":"to your website, and then they"},{"speaker":"Andrew Maff","startTime":1105.506,"endTime":1109.088,"body":"decided not to go there, and"},{"speaker":"Andrew Maff","startTime":1105.506,"endTime":1109.088,"body":"then the people that say, like,"},{"speaker":"Andrew Maff","startTime":1109.148,"endTime":1112.97,"body":"oh, they're coming from this and"},{"speaker":"Andrew Maff","startTime":1109.148,"endTime":1112.97,"body":"that, like, bullshit, like, no,"},{"speaker":"Andrew Maff","startTime":1113.03,"endTime":1116.374,"body":"there's some data you can pull"},{"speaker":"Andrew Maff","startTime":1113.03,"endTime":1116.374,"body":"out, analytics, but brand"},{"speaker":"Andrew Maff","startTime":1116.433,"endTime":1120.136,"body":"analytics, but it's not a ton,"},{"speaker":"Andrew Maff","startTime":1116.433,"endTime":1120.136,"body":"so you do have to make a slight"},{"speaker":"Andrew Maff","startTime":1120.195,"endTime":1123.719,"body":"judgment call, and it's a,"},{"speaker":"Andrew Maff","startTime":1120.195,"endTime":1123.719,"body":"that's where there's a marketing"},{"speaker":"Andrew Maff","startTime":1121.676,"endTime":1193.459,"body":"starts to come down, and they're"},{"speaker":"Andrew Maff","startTime":1121.676,"endTime":1193.459,"body":"constantly just trying to, it's"},{"speaker":"Andrew Maff","startTime":1123.778,"endTime":1127.122,"body":"mind versus a like, like a"},{"speaker":"Andrew Maff","startTime":1123.778,"endTime":1127.122,"body":"CEO,CFO mind, where it's like"},{"speaker":"Andrew Maff","startTime":1127.182,"endTime":1130.705,"body":"the, you have to understand the"},{"speaker":"Andrew Maff","startTime":1127.182,"endTime":1130.705,"body":"gray area, and I think that"},{"speaker":"Andrew Maff","startTime":1130.765,"endTime":1134.228,"body":"that's where some of the best"},{"speaker":"Andrew Maff","startTime":1130.765,"endTime":1134.228,"body":"marketers live, because they"},{"speaker":"Andrew Maff","startTime":1134.288,"endTime":1137.453,"body":"understand that how each"},{"speaker":"Andrew Maff","startTime":1134.288,"endTime":1137.453,"body":"individual platform can help"},{"speaker":"Andrew Maff","startTime":1137.513,"endTime":1140.976,"body":"itself, right, like there's"},{"speaker":"Andrew Maff","startTime":1137.513,"endTime":1140.976,"body":"definitely scenarios where you"},{"speaker":"Andrew Maff","startTime":1141.036,"endTime":1144.44,"body":"run social ads and they go to"},{"speaker":"Andrew Maff","startTime":1141.036,"endTime":1144.44,"body":"Google and they Google you."},{"speaker":"Andrew Maff","startTime":1144.44,"endTime":1147.64,"body":"There's absolutely scenarios"},{"speaker":"Andrew Maff","startTime":1144.44,"endTime":1147.64,"body":"where you run advertising, it's"},{"speaker":"Andrew Maff","startTime":1147.694,"endTime":1151.001,"body":"a longer sales cycle, they go to"},{"speaker":"Andrew Maff","startTime":1147.694,"endTime":1151.001,"body":"your website, maybe they fill"},{"speaker":"Andrew Maff","startTime":1151.054,"endTime":1154.095,"body":"out the pop up, they wait a"},{"speaker":"Andrew Maff","startTime":1151.054,"endTime":1154.095,"body":"really long time to the point"},{"speaker":"Andrew Maff","startTime":1154.148,"endTime":1157.135,"body":"where they fall out the"},{"speaker":"Andrew Maff","startTime":1154.148,"endTime":1157.135,"body":"attribution window, and then the"},{"speaker":"Andrew Maff","startTime":1157.189,"endTime":1160.283,"body":"next thing you know, they"},{"speaker":"Andrew Maff","startTime":1157.189,"endTime":1160.283,"body":"convert through email and you're"},{"speaker":"Andrew Maff","startTime":1160.336,"endTime":1163.377,"body":"giving credit to email, but"},{"speaker":"Andrew Maff","startTime":1160.336,"endTime":1163.377,"body":"turns out you were generating"},{"speaker":"Andrew Maff","startTime":1163.43,"endTime":1166.257,"body":"all the contacts through"},{"speaker":"Andrew Maff","startTime":1163.43,"endTime":1166.257,"body":"advertising, so like there's"},{"speaker":"Andrew Maff","startTime":1166.311,"endTime":1169.298,"body":"things that you have to"},{"speaker":"Andrew Maff","startTime":1166.311,"endTime":1169.298,"body":"understand of how much different"},{"speaker":"Andrew Maff","startTime":1169.351,"endTime":1172.712,"body":"efforts might be affecting other"},{"speaker":"Andrew Maff","startTime":1169.351,"endTime":1172.712,"body":"strategies when you're looking"},{"speaker":"Andrew Maff","startTime":1172.765,"endTime":1176.233,"body":"at advertising. ROI is obviously"},{"speaker":"Andrew Maff","startTime":1172.765,"endTime":1176.233,"body":"a very self-explanatory thing to"},{"speaker":"Andrew Maff","startTime":1176.286,"endTime":1179.327,"body":"look at, but then you have to"},{"speaker":"Andrew Maff","startTime":1176.286,"endTime":1179.327,"body":"factor in, like, all right,"},{"speaker":"Andrew Maff","startTime":1179.38,"endTime":1182.848,"body":"what's what's our estimated gray"},{"speaker":"Andrew Maff","startTime":1179.38,"endTime":1182.848,"body":"area of where we might be seeing"},{"speaker":"Andrew Maff","startTime":1182.901,"endTime":1186.155,"body":"lift on other marketplaces most"},{"speaker":"Andrew Maff","startTime":1182.901,"endTime":1186.155,"body":"of the time. Amazon, how many"},{"speaker":"Andrew Maff","startTime":1186.208,"endTime":1189.195,"body":"new contacts that didn't"},{"speaker":"Andrew Maff","startTime":1186.208,"endTime":1189.195,"body":"purchase did we acquire through"},{"speaker":"Andrew Maff","startTime":1189.249,"endTime":1192.45,"body":"our email marketing efforts that"},{"speaker":"Andrew Maff","startTime":1189.249,"endTime":1192.45,"body":"may purchase down the line?"},{"speaker":"Andrew Maff","startTime":1192.45,"endTime":1196.739,"body":"So there's there's different"},{"speaker":"Andrew Maff","startTime":1192.45,"endTime":1196.739,"body":"things that you have to factor"},{"speaker":"Andrew Maff","startTime":1194.581,"endTime":1263.0,"body":"like whack a mole, trying to"},{"speaker":"Andrew Maff","startTime":1194.581,"endTime":1263.0,"body":"solve these problems, and that's"},{"speaker":"Andrew Maff","startTime":1196.811,"endTime":1200.882,"body":"in, and this then stems from"},{"speaker":"Andrew Maff","startTime":1196.811,"endTime":1200.882,"body":"like all of your individual"},{"speaker":"Andrew Maff","startTime":1200.955,"endTime":1204.881,"body":"messaging, it's all one"},{"speaker":"Andrew Maff","startTime":1200.955,"endTime":1204.881,"body":"comprehensive message that you"},{"speaker":"Andrew Maff","startTime":1204.953,"endTime":1209.025,"body":"are basically trying to grab at"},{"speaker":"Andrew Maff","startTime":1204.953,"endTime":1209.025,"body":"the heart strings of the"},{"speaker":"Andrew Maff","startTime":1209.097,"endTime":1213.386,"body":"consumer or the customer, and"},{"speaker":"Andrew Maff","startTime":1209.097,"endTime":1213.386,"body":"you are trying to not, you're"},{"speaker":"Andrew Maff","startTime":1213.459,"endTime":1217.312,"body":"not trying to sell them the"},{"speaker":"Andrew Maff","startTime":1213.459,"endTime":1217.312,"body":"product, you're trying to"},{"speaker":"Andrew Maff","startTime":1217.385,"endTime":1221.529,"body":"convince them that they need to"},{"speaker":"Andrew Maff","startTime":1217.385,"endTime":1221.529,"body":"decide that they need the"},{"speaker":"Andrew Maff","startTime":1221.601,"endTime":1225.163,"body":"product, so it's basically"},{"speaker":"Andrew Maff","startTime":1221.601,"endTime":1225.163,"body":"incentivizing them and"},{"speaker":"Andrew Maff","startTime":1225.236,"endTime":1229.671,"body":"explaining to them, if you want"},{"speaker":"Andrew Maff","startTime":1225.236,"endTime":1229.671,"body":"this type of solution, or you"},{"speaker":"Andrew Maff","startTime":1229.743,"endTime":1234.76,"body":"want to feel a certain way, then"},{"speaker":"Andrew Maff","startTime":1229.743,"endTime":1234.76,"body":"this product is what's best for you."},{"speaker":"Andrew Maff","startTime":1234.76,"endTime":1237.537,"body":"There's certain ways to say that"},{"speaker":"Andrew Maff","startTime":1234.76,"endTime":1237.537,"body":"message, it would especially"},{"speaker":"Andrew Maff","startTime":1237.582,"endTime":1240.496,"body":"like, you know, the way that you"},{"speaker":"Andrew Maff","startTime":1237.582,"endTime":1240.496,"body":"talk on TikTok, I hope, is very"},{"speaker":"Andrew Maff","startTime":1240.542,"endTime":1243.092,"body":"different from how you talk on"},{"speaker":"Andrew Maff","startTime":1240.542,"endTime":1243.092,"body":"other channels, so that's"},{"speaker":"Andrew Maff","startTime":1243.137,"endTime":1246.051,"body":"something you have to factor in."},{"speaker":"Andrew Maff","startTime":1243.137,"endTime":1246.051,"body":"But when you're doing that, you"},{"speaker":"Andrew Maff","startTime":1246.097,"endTime":1248.919,"body":"have to also think about, like,"},{"speaker":"Andrew Maff","startTime":1246.097,"endTime":1248.919,"body":"okay, then that means that the"},{"speaker":"Andrew Maff","startTime":1248.965,"endTime":1251.925,"body":"user is going to be in a certain"},{"speaker":"Andrew Maff","startTime":1248.965,"endTime":1251.925,"body":"mindset on that channel, so they"},{"speaker":"Andrew Maff","startTime":1251.97,"endTime":1254.474,"body":"might be ready to pull the"},{"speaker":"Andrew Maff","startTime":1251.97,"endTime":1254.474,"body":"trigger right away, which is"},{"speaker":"Andrew Maff","startTime":1254.52,"endTime":1257.343,"body":"like a Google side of things."},{"speaker":"Andrew Maff","startTime":1254.52,"endTime":1257.343,"body":"It's pretty middle of funnel for"},{"speaker":"Andrew Maff","startTime":1257.388,"endTime":1260.348,"body":"the most part, depending on what"},{"speaker":"Andrew Maff","startTime":1257.388,"endTime":1260.348,"body":"you're doing from an advertising"},{"speaker":"Andrew Maff","startTime":1260.393,"endTime":1263.216,"body":"perspective. Social media is a"},{"speaker":"Andrew Maff","startTime":1260.393,"endTime":1263.216,"body":"lot more top of funnel, they're"},{"speaker":"Andrew Maff","startTime":1263.262,"endTime":1266.084,"body":"just now educating themselves,"},{"speaker":"Andrew Maff","startTime":1263.262,"endTime":1266.084,"body":"they're learning more about the"},{"speaker":"Andrew Maff","startTime":1264.121,"endTime":1326.932,"body":"part of the biggest problem, is"},{"speaker":"Andrew Maff","startTime":1264.121,"endTime":1326.932,"body":"like that's just not how"},{"speaker":"Andrew Maff","startTime":1266.13,"endTime":1269.09,"body":"product, so there's that bleed"},{"speaker":"Andrew Maff","startTime":1266.13,"endTime":1269.09,"body":"over that you have to think about."},{"speaker":"Andrew Maff","startTime":1269.09,"endTime":1272.098,"body":"So, when you go to kill your"},{"speaker":"Andrew Maff","startTime":1269.09,"endTime":1272.098,"body":"ads, or when you go to like"},{"speaker":"Andrew Maff","startTime":1272.152,"endTime":1275.482,"body":"severely cut ad spend, because"},{"speaker":"Andrew Maff","startTime":1272.152,"endTime":1275.482,"body":"you think you're not seeing the"},{"speaker":"Andrew Maff","startTime":1275.536,"endTime":1278.544,"body":"return that you want, highly"},{"speaker":"Andrew Maff","startTime":1275.536,"endTime":1278.544,"body":"recommend look at where you"},{"speaker":"Andrew Maff","startTime":1278.598,"endTime":1281.982,"body":"might be seeing bleed over, and"},{"speaker":"Andrew Maff","startTime":1278.598,"endTime":1281.982,"body":"the best way to look at that is"},{"speaker":"Andrew Maff","startTime":1282.036,"endTime":1285.313,"body":"from a brand search perspective."},{"speaker":"Andrew Maff","startTime":1282.036,"endTime":1285.313,"body":"If you're seeing influxes in"},{"speaker":"Andrew Maff","startTime":1285.367,"endTime":1288.483,"body":"non-branded terms, that could be"},{"speaker":"Andrew Maff","startTime":1285.367,"endTime":1288.483,"body":"a categorical thing, that"},{"speaker":"Andrew Maff","startTime":1288.536,"endTime":1291.813,"body":"categorical, categorical thing,"},{"speaker":"Andrew Maff","startTime":1288.536,"endTime":1291.813,"body":"that could be a market thing."},{"speaker":"Andrew Maff","startTime":1291.867,"endTime":1295.305,"body":"That's usually pretty different."},{"speaker":"Andrew Maff","startTime":1291.867,"endTime":1295.305,"body":"It's rare that someone searches"},{"speaker":"Andrew Maff","startTime":1295.359,"endTime":1298.636,"body":"your product type and then goes"},{"speaker":"Andrew Maff","startTime":1295.359,"endTime":1298.636,"body":"to your website, decides they"},{"speaker":"Andrew Maff","startTime":1298.689,"endTime":1302.128,"body":"might want to go shop on Amazon,"},{"speaker":"Andrew Maff","startTime":1298.689,"endTime":1302.128,"body":"and then researches the product"},{"speaker":"Andrew Maff","startTime":1302.181,"endTime":1305.243,"body":"type. If they decided they want"},{"speaker":"Andrew Maff","startTime":1302.181,"endTime":1305.243,"body":"to shop with you, they're"},{"speaker":"Andrew Maff","startTime":1305.297,"endTime":1308.52,"body":"searching your brand name. So"},{"speaker":"Andrew Maff","startTime":1305.297,"endTime":1308.52,"body":"that was something I wanted to"},{"speaker":"Andrew Maff","startTime":1308.574,"endTime":1311.851,"body":"talk about, only because it's"},{"speaker":"Andrew Maff","startTime":1308.574,"endTime":1311.851,"body":"happened so many times over the"},{"speaker":"Andrew Maff","startTime":1311.905,"endTime":1314.43,"body":"past couple of weeks. I kept"},{"speaker":"Andrew Maff","startTime":1311.905,"endTime":1314.43,"body":"thinking about it."},{"speaker":"Andrew Maff","startTime":1314.43,"endTime":1317.391,"body":"So I highly recommend, look at"},{"speaker":"Andrew Maff","startTime":1314.43,"endTime":1317.391,"body":"how you can evaluate those"},{"speaker":"Andrew Maff","startTime":1317.443,"endTime":1320.352,"body":"different areas, so that before"},{"speaker":"Andrew Maff","startTime":1317.443,"endTime":1320.352,"body":"you make a big cut, like"},{"speaker":"Andrew Maff","startTime":1320.404,"endTime":1323.47,"body":"completely pulling away from a"},{"speaker":"Andrew Maff","startTime":1320.404,"endTime":1323.47,"body":"certain marketing channel or"},{"speaker":"Andrew Maff","startTime":1323.522,"endTime":1326.483,"body":"cutting back on it. How is it"},{"speaker":"Andrew Maff","startTime":1323.522,"endTime":1326.483,"body":"going to affect the overall"},{"speaker":"Andrew Maff","startTime":1326.535,"endTime":1329.392,"body":"business, not just that one"},{"speaker":"Andrew Maff","startTime":1326.535,"endTime":1329.392,"body":"sales channel that you were"},{"speaker":"Andrew Maff","startTime":1328.054,"endTime":1346.0,"body":"marketing works."},{"speaker":"Andrew Maff","startTime":1329.444,"endTime":1332.769,"body":"hoping consumers would stay at?"},{"speaker":"Andrew Maff","startTime":1329.444,"endTime":1332.769,"body":"That's all I have for you today."},{"speaker":"Andrew Maff","startTime":1332.821,"endTime":1336.147,"body":"Thank you all for joining me. As"},{"speaker":"Andrew Maff","startTime":1332.821,"endTime":1336.147,"body":"usual, do that whole fun thing:"},{"speaker":"Andrew Maff","startTime":1336.198,"endTime":1339.108,"body":"rate, review, subscribe, all"},{"speaker":"Andrew Maff","startTime":1336.198,"endTime":1339.108,"body":"that fun stuff on whichever"},{"speaker":"Andrew Maff","startTime":1339.16,"endTime":1342.381,"body":"podcast platform you prefer, or"},{"speaker":"Andrew Maff","startTime":1339.16,"endTime":1342.381,"body":"head over to The Ecommshow.com"},{"speaker":"Andrew Maff","startTime":1342.433,"endTime":1345.706,"body":"to check out all of our previous"},{"speaker":"Andrew Maff","startTime":1342.433,"endTime":1345.706,"body":"episodes, but as I always say,"},{"speaker":"Andrew Maff","startTime":1345.758,"endTime":1348.72,"body":"thank you for joining and I will"},{"speaker":"Andrew Maff","startTime":1345.758,"endTime":1348.72,"body":"see you in the next one!"},{"speaker":"Narrator","startTime":1351.36,"endTime":1354.683,"body":"Thank you for tuning"},{"speaker":"Narrator","startTime":1351.36,"endTime":1354.683,"body":"in to The Ecomm Show. Head over"},{"speaker":"Narrator","startTime":1354.746,"endTime":1358.836,"body":"to Ecommshow.com to subscribe on"},{"speaker":"Narrator","startTime":1354.746,"endTime":1358.836,"body":"your favorite podcast platform,"},{"speaker":"Narrator","startTime":1358.9,"endTime":1362.351,"body":"or on The BlueTuskr YouTube"},{"speaker":"Narrator","startTime":1358.9,"endTime":1362.351,"body":"channel. The Ecomm show is"},{"speaker":"Narrator","startTime":1362.415,"endTime":1366.313,"body":"brought to you by Bluetuskr, a"},{"speaker":"Narrator","startTime":1362.415,"endTime":1366.313,"body":"full-service digital marketing"},{"speaker":"Narrator","startTime":1366.377,"endTime":1369.828,"body":"company specifically for"},{"speaker":"Narrator","startTime":1366.377,"endTime":1369.828,"body":"e-commerce sellers looking to"},{"speaker":"Narrator","startTime":1369.892,"endTime":1373.534,"body":"accelerate their growth. Go to"},{"speaker":"Narrator","startTime":1369.892,"endTime":1373.534,"body":"bluetuskr.com now for more"},{"speaker":"Narrator","startTime":1373.598,"endTime":1377.624,"body":"information. Make sure to tune"},{"speaker":"Narrator","startTime":1373.598,"endTime":1377.624,"body":"in next week for another amazing"},{"speaker":"Narrator","startTime":1377.688,"endTime":1379.35,"body":"episode of the Ecomm show!"}]}