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Pete Durant, Head of Marketing, BAM Bamboo Clothing

TEST OTHER ACQUISITION CHANNELS

Losing a core acquisition channel is a nightmare scenario for any e-commerce business. If a competitor with deep pockets enters your category, forcing PPC costs to rise to a level unviable for your business, that nightmare could become a reality. As Pete Durant, Head of Marketing at BAM, explains marketers need other channels to lean on.

TV & GOOGLE SHOPPING ADS

The better known your brand is the better your Google Shop Ads will perform, which is why Pete Durant, Head of Marketing at BAM, thinks TV can help digital campaigns stand out. If you’re up against competing brands that are better known, through above-the-line marketing and advertising, they are going to get the click not you. As he explains TV campaigns don’t always have to be measured for ROI in their own right – instead they can be brand knowledge builders that boost existing digital campaigns.

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