Eric Siu says paid ads alone don't work anymore. Marketers need to refresh creative constantly, build better reporting to track what works, and run at least one experiment per week. Only one in twelve experiments will succeed.
Marketing has gotten harder. The days of just using paid ads to grow a business to $100 million, such as an e-commerce business, well, those days are over. And a couple years ago, there was a report that said about 50% of all venture capital dollars actually went towards ad platforms such as Facebook and Google. But with all the privacy changes, marketing has gotten harder again, which is a good thing. These are the 3 things that matter most. One is your creative. If you're not constantly refreshing your creative, you're not coming up with new ideas that will hook people in, well, if you can't do that, then your down funnel metrics are gonna suck. Number 2, your data tells a story that will then help you make better strategic decisions. You also need to have good reporting as well. Number 3, last but not least, is experimentation. Ideally, you're running at least 1 experiment per week, if not more than that, depending on the size of your company. You gotta be constantly experimenting and understanding that only 1 out of 12 of your experiments are actually going to work. So
