Ecommerce Playbook: Numbers, Struggles & Growth 6 Questions That Expose Weak Brands
Jul 1, 2025
Discover the six essential questions that can reveal the strengths and weaknesses of any brand. Learn how to make tough decisions about marketing spend during financial strain. Explore the fine line between immediate ROI and long-term brand investments, and find out what healthy customer acquisition cost (CAC) efficiency looks like. Delve into strategies for redefining business models in uncertain markets and understand the crucial mistakes brands often make in downturns. This is a must-listen for anyone navigating the challenges of e-commerce.
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Protect Marketing in Survival Mode
- When in survival mode, avoid cutting marketing first because it's the engine to get out of trouble.
- Cut ancillary costs first but keep marketing lean and efficient to maintain growth.
Invest Brand Dollars Smartly
- Justify brand investments only after covering immediate survival expenses.
- Invest in long-term brand building when cash flow and profits allow it.
Innovate to Improve CAC
- Improve CAC efficiency by innovating creative offers and messaging rather than incremental ad tweaks.
- Major shortfalls require big swings like product redesign or new marketing models.