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Hello {{first_name | there}},

I’m sharing today’s insights with you a little before they’re fully brewed… why? because it wouldn’t be right for me to sit on this for another few weeks whilst I fully digest it’s implications.

The brilliant Sarah McVittie and team have done some superb research into the marketing mix of 400 major fashion retailers.

What is it?

A comparison of where 400 fashion brands’ traffic comes from compared with the impact on their P&L.

Yes, it’s fashion specific, but it speaks to a bigger shift in our marketplace.

Key insights…

What does this mean? #1 - You need to shift your margins

The future is paid.

Both because our traffic driving platforms (Google I’m looking at you!) and consumer behaviour are shifting. With Direct also being down, we can’t just blame this on the tech bros monetisation plans.

And Paid is getting more competitive, which means the prices are only going one way.

That all means you need to be able to afford to pay for your traffic.

Can you?

What does this mean? #2 - Time to invest in getting onto AI Search

Yes, it is slow to bring you the traffic and it’s small numbers now, but it’s only going to keep going up.

PLUS right now there’s a HUGE first mover advantage.

To make that move:

To understand how to do all that check out our recent SEO/GEO series on Keep Optimising a great place to start is episode 295 with Emily Richardson.

Interesting stuff right?

Keep Optimising!

Chloe

Podcast Host, Author, and now... Chief Success Strategist @ Emetko Media

We want to learn a bit more about you and your eCommerce world - so welcome to our brand new “Poll time” section of the newsletter - just click to vote.

**New Poll Next Week - so get your answers in now**

Occassionally I get quite jealous of a podcast guest for building such a clever business.

This week’s guest is one of those!

You may remember we had Moon Phase Studio’s marketer Rob on the show a few years back sharing their Facebook Ads growth activity.

This time I get to check to the founder herself Hayley Jones. And she is up to some super exciting stuff.

Why does this one make me jealous?

Find the show on all the top podcast players including Apple Podcasts, Spotify, and YouTube.

You can also find the notes and listen on the website, just click here for this week's new episode.

Their ops team built inventory command centers and reorder dashboards through Viktor. Supply chain gets daily stockout alerts before they happen. Marketing tracks ROAS and runs content calendars. CS has CSAT scores and support tickets triaged and briefed every morning in Slack, before the first support call. No dashboard digging.

48 internal apps, built through conversation. No code. No developer queue. Command centers, inventory dashboards, sales trackers, reorder systems.

That's one company. Across the platform, teams have built 2,000+ apps the same way: message Viktor in Slack, describe what you need, get a working tool deployed. No code. No six-week dev queue.

Your team doesn't wait for a product roadmap. They message a colleague.

5,700+ teams. SOC 2 certified.

"It was almost instantly adopted by the bulk of my team." — Boris Wexler, CEO, Space Dinosaurs

Start free. $100 in credits →

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Amy Budd is the Client Services Director at Launch, a B Corp performance marketing agency that helps brands grow in a way that actually lasts. Mixing smart data with creative thinking to build campaigns that work, now and also in the long run. Happy clients include Weird Fish, Piglet In Bed, and Green People.

Amy shares how brands can cut through today’s “attention recession” by improving their creative strategy. She breaks down three practical pillars that will help you stand out, connect with your audience, and drive stronger results across your marketing.

Watch to learn:

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