In this episode of "What's Working in Ecommerce," host Eagan Heath interviews Nikki Lindgren from Pennock.co about digital marketing for beauty and skincare brands. 

They explore niche marketing, budgeting, creative strategies, and programmatic advertising. 

Nikki shares her agency's approach to performance marketing, emphasizing the visual aspect of beauty brands and the importance of testing different strategies. They discuss the effectiveness of TikTok for the industry and the shift in advertising from Meta to TikTok. 

The episode highlights the agency's expertise in scaling brands to significant sales milestones and the evolving digital marketing landscape in the beauty sector.

For help with paid social, paid search, or email automation, check out our agency here:

https://asymmetric.pro/ 

You can find Nikki Lindgren from Pennock.co here:
Website: pennock.co 

Timestamps:

00:00 Machine learning's impact on digital marketing efficiency.

01:15 Niching in beauty, skincare marketing success.

02:38 Agency benchmarks performance with DTC Index.

03:53 Holistic budget planning drives growth.

05:10 Vetting marketing goals against budget.

06:29 Reinvesting revenue into advertising essential.

08:13 Challenges advertising low-priced beauty items.

09:22 High-quality video crucial in beauty marketing.

11:19 Machine learning shifts ad performance strategies.

12:32 Beauty ads focus on benefits, credibility.

14:59 Programmatic advertising's direct response effectiveness.

17:01 Programmatic vs. Google Display performance insights.

18:59 Allocating spend: top-of-funnel vs. remarketing.

19:34 Performance marketing's evolution in beauty.

20:10 Case study: fragrance brand's targeted expansion.

21:10 Targeting lifestyle audiences on TikTok.

22:08 TikTok vs. Meta advertising benefits.

23:08 Organic strategy's role in TikTok ads.

24:03 Importance of agile ad testing.

24:40 Contacting agency for brand assistance.