25 Hottest Ecommerce Takes
Ecommerce Playbook: Numbers, Struggles & Growth
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Optimizing Exclusions in Advertising for Better Performance and Revenue Growth
The chapter explores the concept of exclusions in advertising and the importance of targeting the right audience through specific exclusions, especially focusing on lapsed customers and existing customer segments. It discusses the impact of changing exclusion practices on customer revenue growth and the need to re-message and resell to lapsed customers in mature customer files. The chapter also touches on the future of purchasing evolution towards immediate transactions at the point of discovery, including integrating commerce layers into video content, potential AR and glasses for instant purchases, and the significant potential growth in traditional retail markets for certain product categories.
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