Today we are joined by a member of the Operators family, Matt Bertulli, CEO of Pela Case and Lomi, to talk all things marketing. Jumping off fromSean Frank’s tweet questioning if meta is still incremental, we get deep into the nuance of paid media and how it’s shifting, the increasing challenges of reaching new customers on Meta, and why the old playbooks don’t work anymore. We also discuss scaling beyond meta and reallocating budget to TV, YouTube and strategic partnerships to drive new customer acquisition, what content tends to make for the best ads, how to measure long-term impact and where performance marketers are getting it wrong, and much more.
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00:00 Introduction
02:52 E-commerce Advertising Trends for 2025
05:51 Navigating the Challenges of Meta Advertising
08:55 The Role of Incrementality in Meta Advertising
11:46 Understanding Meta's Advertising Dynamics
15:12 The Future of Meta Advertising and Brand Strategies
30:29 Understanding Meta's Impact on Marketing Strategies
36:12 The Shift from Purchase to Brand Awareness
42:54 Reevaluating Marketing Objectives in a Changing Landscape
49:49 The Convergence of Content and Advertising
54:30 Exploring Non-Meta Marketing Channels
01:01:08 Understanding Audience Awareness and Engagement
01:04:50 Channel Diversification and Media Mix Strategy
01:10:09 Influencer Marketing as a Scalable Strategy
01:14:57 Evaluating Influencer Partnerships
01:17:51 The Role of Post-Purchase Surveys in Marketing
01:20:45 Creative Collaborations with Influencers
01:23:27 Testing and Optimizing Marketing Strategies
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