Ecommerce Strategy

Where the next marketing dollar goes: what a customer can cost you, which channel earns the budget, and whether to hire in-house, an agency or a consultant. Strategy on this blog means the decisions taken before any channel work starts, because they are the ones that are expensive to get wrong and cheap to think about properly. The acquisition cost post works from your own contribution margin rather than an industry benchmark, and explains why blended and paid figures answer different questions. The channel comparison starts from which demand already exists in your category rather than from funnel-stage theory, because a channel that harvests nothing when there is nothing to harvest is not underperforming, it is empty. And the hiring comparison gives each of the three options the cases where it genuinely wins, including the ones where hiring an independent consultant is the wrong answer. These posts are written for the owner making the call, not for a marketing department, and they say plainly when the honest answer is to do nothing yet.